Branding for Abu Dhabi’s largest annual entertainment festival celebrating creativity, culture, and connection. MOTN transforms the city’s Corniche and regional venues into immersive worlds of art, music, food, and family experiences.

The concept behind the branding was to capture the festival’s essence — a vibrant meeting point between tradition and modernity — through a playful yet sophisticated visual language. The identity celebrates the diversity and dynamism of Abu Dhabi’s creative scene, blending heritage-inspired motifs with contemporary design elements that reflect innovation and inclusion.

We designed a modular logo system adaptable across the festival’s themed zones — Amuse, Thrill, Indulge, and Inspire — allowing flexibility while maintaining a cohesive identity. A bold color palette and fluid graphic patterns were developed to evoke motion, joy, and discovery, adaptable across print, digital, wayfinding, and stage design.

Supporting icons and illustrations were inspired by the festival’s multidimensional experience — from cultural installations and food pop-ups to live performances and art exhibits — reinforcing a sense of celebration and togetherness.

The result is a lively, human-centered identity that mirrors the spirit of MOTN: a festival that brings people of all ages and backgrounds together to create lasting memories in the heart of Abu Dhabi.