IHG - Dubai Festival City

Project Overview

As the Cluster Graphic Designer for InterContinental Hotels Group at Festival City, I led branding, identity, and campaign work across five hotel properties and 16 food & beverage outlets throughout the cluster. Over a period of two and a half years, I was instrumental in unifying the visual identity, launching new concepts, and extending the digital brand presence across social media, email, campaign landing pages, online banners and microsites.

My responsibilities included creative oversight of brand applications, concept launches (F&B, venues), digital campaigns, identity systems, and the design of new sub-brands tied to the InterContinental umbrella.

Challenges & Goals

• Create a cohesive identity strategy across multiple hotels and hospitality sub-brands in the same complex

• Develop new branded concepts (venues, F&B offerings) with unique identity yet linked to the parent brand

• Deliver fresh, engaging marketing designs for both offline and digital media

• Align the cluster's visual communications with international luxury standards

Role & Approach

I served as the primary design lead for all visual and branding efforts across the cluster. My approach combined strategic brand thinking, creative experimentation, and rigorous consistency to deliver assets that elevated the guest experience and brand perception.

Key components included:

• Leading identity and brand design for multiple hotel properties and their supporting outlets

• Launching sub-brands and new concepts with distinct visual identities under the IHG framework

• Designing collateral, campaigns, and digital assets to maintain coherence across media channels

• Building landing pages and digital experiences to support seasonal offers and cross-hotel propositions

Key Deliverables & Campaigns

Cluster Identity & Hotel Branding

• Managed and refined brand identity systems for five distinct hotels under the InterContinental umbrella

• Ensured uniform visual language across signage, print collateral, room amenities, and promotional materials

Venue / Sub-Brand Creation - Festival Arena

• Developed and launched Festival Arena by InterContinental, a customizable event-venue brand within the hotel complex

• Created the visual identity, brand guidelines, and promotional assets for Festival Arena - ensuring flexibility and brand alignment

F&B Concepts Launches

• Conceived and branded The Picnic Brunch concept at Al Badia Golf Club (hosted by InterContinental), including visual identity, campaign materials, and launch events

• Developed the Moonlit Picnic variation - an evening adaptation - extending brand vocabulary to suit different moods

• Launched Mashawi Nights, a BBQ-style dining concept at Zaytoun (Crowne Plaza Dubai Festival City), pairing culinary experience with atmospheric brand visuals

Digital Campaigns & Multi-Hotel Promotions

• Designed and executed a digital summer-offers campaign that united all IHG UAE hotels under one landing page, promoting seasonal packages across properties

• Created engaging digital assets, banners, and landing page layouts to support the campaign's conversions

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Results & Recognition

• Earned the First Hotel Marketing Award for InterContinental Hotels Dubai Festival City

• Received IHG AMEA's Best Graphic Designer Award for creative excellence in the region

• Successfully built and launched new sub-brands (Festival Arena, picnic and dining concepts) that resonated with local audiences and strengthened guest engagement

• Reinforced visual consistency and brand integrity across multiple hotels and F&B outlets

• Elevated the cluster's digital and graphic presence with campaigns and identity work that supported bookings and brand reputation

My time at InterContinental Hotels Dubai Festival City was a defining chapter in my design career - where I balanced creative expression with brand governance across a complex hospitality environment. Every F&B concept, venue brand, campaign, and digital experience was crafted to support a cohesive luxury identity across multiple properties.