Qiddiya City

PenguinCube was commissioned to develop a comprehensive signage and wayfinding masterplan and design guidelines for Qiddiya City, a major emerging urban and entertainment destination in Saudi Arabia. The brief was to establish a cohesive navigation framework across the city’s diverse districts, destinations and public spaces, helping visitors move intuitively from arrival through to their destination while providing consistency across the wider development.

PenguinCube approached the project at a city-wide level, establishing strategic principles to guide wayfinding and signage across different environments. The wayfinding strategy considered the complete visitor journey, from arrival and orientation to directional decision-making and destination identification. The guidelines balance a consistent overall system with the distinct character of individual districts, creating a flexible framework that can support the city as it develops.

The resulting signage system brings together directional, identification and information signage within a unified visual language. PenguinCube integrated Qiddiya City’s distinctive brand identity into the wayfinding experience, developing guidelines for signage hierarchy, placement, information communication and visual consistency. This creates a recognisable and intuitive navigation system while allowing individual destinations to maintain their own character and sense of place.

Working at the scale of an emerging city, the project provides a framework capable of extending across multiple districts, routes, destinations and visitor touchpoints. The scalable guidelines are designed to accommodate future phases and new destinations as Qiddiya City develops. The project combines PenguinCube’s expertise in wayfinding strategy, signage design, information design and environmental communication with Qiddiya’s wider development and brand requirements to establish a coherent city-wide visitor experience.