
The concept of light informed the UI and UX redesign, which resulted in an ecosystem that helped users navigate their entire journey across the app. The idea behind this originated from how light, referred to as Noor, is described in connection with divine guidance, in the Quran. It’s also one of Allah's attributes, as per his name, Al Noor, which means The Light or The Illuminator.
To accurately capture this, specific verses from the Quran were used as a reference point, such as:يَهْدِى بِهِ ٱللَّهُ مَنِ ٱتَّبَعَ رِضْوَٰنَهُۥ سُبُلَ ٱلسَّلَـٰمِ وَيُخْرِجُهُم مِّنَ ٱلظُّلُمَـٰتِ إِلَى ٱلنُّورِ بِإِذْنِهِۦ وَيَهْدِيهِمْ إِلَىٰ صِرَٰطٍۢ مُّسْتَقِيمٍۢ
“Through which Allah guides those who seek His pleasure to the ways of peace, brings them out of darkness and into light by His will, and guides them to the straight path
” (Surah Al-Ma’idah 5:16).
The permits allow users to apply and book for Umrah and Noble Rawdah at the holy sites. I helped conceptualise the design of the permits, derived from the intricate Islamic patterns on the gates of Masjid Al Haram in Makkah and Masjid Al Nabawi in Madinah.


Sacred covering of the Kaaba is made of black silk, embroidered in gold and silver with Quranic verses in the elegant Thuluth script. The golden band (Hizam) and the door curtain feature verses glorifying God, the Shahada, and phrases such as “Allahu Akbar” and “O Most Merciful, O Most Compassionate.” A timeless masterpiece of faith and Arabic calligraphy.
One of the biggest challenges was the scarcity of close-up references for the Kaaba’s inscriptions, which made accuracy difficult. Another technical hurdle was creating a perfectly seamless looping animation. After multiple refinements, the motion became fluid and continuous, allowing the design to deliver its spiritual message without distraction.
Looping Cloth Simulation.

Agency: AKQA
Client: The Ministry of Hajj and Umrah of Saudi ArabiaLocation: Dubai
Technical Motion Design: Mahmoud Elsamman Motion Designer: Asim Bawa
Group Creative Director: Joshua LimUX & UI Designer: Sergio Faria
Creative Director: Jon Ward
Group Creative Director : Joshua Lim
Executive director: Simon Ried
Thank you