The Abu Dhabi government body responsible for some of the world's most ambitious cultural and tourism development.
The Tourism Development & Investment Company — TDIC — is an Abu Dhabi government entity established to develop the emirate's tourism, cultural, and heritage infrastructure. Its portfolio spans hospitality, leisure, and some of the most significant cultural institutions in the world, with Saadiyat Island as its flagship project: a single island development set to house the Louvre Abu Dhabi, the Guggenheim Abu Dhabi, the Zayed National Museum, world-class marinas, and a network of residential and educational districts.
With a global audience of investors, cultural partners, and visitors to communicate to, TDIC needed a digital presence that could convey both the scale of its vision and the detail of each individual development — without losing coherence across a sprawling, multi-year portfolio.
End-to-end product design on a responsive web presence for one of Abu Dhabi's most high-profile government organisations.
Information Architecture
Structured a complex, multi-district portfolio into a coherent navigable hierarchy — from the master vision down to individual landmarks and institutions.
UI & Visual Design
Created a visual language appropriate to the cultural weight of the project — monumental photography, considered typography, and generous white space.
Content Strategy
Helped define how content was organised and prioritised across districts, projects, and institution pages — balancing investor communication with public-facing storytelling.
Responsive Delivery
Designed across desktop, tablet, and mobile — ensuring the visual quality and information hierarchy held at every breakpoint for an international audience.
The challenge
TDIC leads the development of Abu Dhabi's regional infrastructure, with Saadiyat Island as its flagship — three districts housing the Louvre Abu Dhabi, the Guggenheim, the UAE National Museum, marinas, and education facilities.
The organisation needed a web experience that could communicate the scale and cultural ambition of these developments to a global audience of investors, partners, and visitors.
My approach
I designed a responsive website that put the architecture and cultural vision front and centre. Large, considered imagery and a clear information hierarchy let visitors explore each district and institution.
A flexible responsive layout ensured the experience held up across desktop, tablet, and mobile for an international audience.
From understanding a complex government portfolio to a fully responsive, internationally facing web presence.
Understanding the portfolio
Mapped TDIC's full development portfolio — Saadiyat Island's three districts, individual cultural institutions, leisure and hospitality properties, and wider Abu Dhabi infrastructure projects.
Architecture & user goals
Defined the site structure and key audience journeys — investors, cultural partners, tourists, and media each needed a different path through the same content hierarchy.
Visual design system
Built a design language around large-format photography, restrained type, and structured layouts — reflecting the architectural ambition of the developments without competing with them.
Responsive across all devices
Delivered a fully responsive experience — ensuring the same quality and hierarchy held on desktop for boardroom presentations and on mobile for on-the-ground visitors.
A layered digital experience — from the master Saadiyat vision down to individual institutions and projects.
Master site & Saadiyat Island hub
Designed the overarching site structure and Saadiyat Island hub — communicating the scale and ambition of a multi-district island development to a global audience, with clear pathways into each district and institution.
District & institution pages
Created dedicated pages for each district and major institution — including the Louvre Abu Dhabi and Guggenheim Abu Dhabi — balancing cultural storytelling with practical visitor and investor information.
Investor & partner communications
Designed sections tailored to TDIC's investor and strategic partner audiences — presenting the development pipeline, phasing, and commercial opportunity in a format appropriate for international business audiences.
Responsive design system
Built out the responsive design system — adapting large-format photography and complex layouts for tablet and mobile, where tourism audiences were increasingly discovering the island for the first time.
A responsive showcase for Saadiyat Island and TDIC's wider developments — built to convey cultural ambition at a global scale.
Saadiyat Island is one of the most ambitious cultural development projects in the world — a single island in Abu Dhabi set to house the Louvre, the Guggenheim, the Zayed National Museum, world-class marinas, and a collection of education and residential districts. The digital presence had to match that weight and communicate it to a global audience of investors, partners, cultural institutions, and visitors.
I designed a site that gave TDIC's sprawling portfolio a coherent structure — bringing the master vision down through each district to individual landmark institutions, without losing the sense of scale at any level. Monumental photography, generous white space, and restrained typography created an experience that felt as considered as the architecture it showcased. A fully responsive build ensured the same quality held whether accessed from a boardroom in London or a mobile device in Abu Dhabi.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.