Ardhi

Ardhi — The Off-Roaders App

The brief was to define the creative direction for the Off-Roading Tips feature within the Ardhi app. The client required a comprehensive suite of visuals to support each tip included in the experience. While a third-party agency was responsible for the overall app design and development, my role centred on establishing the visual language, creative direction and iconography specifically for this feature, delivering premium creative assets and a cohesive icon system tailored to the Ardhi ecosystem.

The challenge was to produce striking, cinematic visuals and intuitive iconography that aligned seamlessly with each off-roading tip. The work needed to communicate precautionary guidance clearly, reflect authentic desert survival scenarios, and remain fully aligned with global brand standards. At the same time, the assets had to maintain a refined, credible and future-focused aesthetic that elevated the overall user experience.

The creative direction combined global brand imagery with locally relevant desert contexts and carefully selected stock assets, which were then enhanced using advanced AI tools. Each visual was meticulously crafted to achieve a balanced composition suited to its specific tip, while maintaining realism, material authenticity and cinematic depth. The intention was to create a believable and immersive visual language that felt both purposeful and aligned with the wider brand narrative.

The final delivery resulted in a cohesive and forward-thinking visual system that strengthened the Off-Roading Tips feature and elevated the Ardhi app launch across the MENA region, enhancing both usability and brand perception within the off-road driving community.