PenguinCube

PenguinCube We're design enthusiasts, makers, believers, storytellers, fueled on teamwork, dedication and curiosity. Design is not medium specific so why should we be?

We design brands, signage & wayfinding programmes, and product experiences.

Designing for a single building is complex. Designing for an entire city? That’s a whole different ballgame 🏙️Over the l...
07/10/2026

Designing for a single building is complex. Designing for an entire city? That’s a whole different ballgame 🏙️

Over the last 20+ years, our team has scaled wayfinding strategies from intricate art foundations to massive masterplans like Qiddiya City in Riyadh and Jubail Island in Abu Dhabi.

Scaling up requires a highly adaptable design framework. You have to account for multiple mobility modes (pedestrians, cyclists, vehicles) complex zoning, and long-term phased rollouts.

The goal remains the same: creating cohesive, modular signage families that maintain clarity across thousands of touchpoints without overwhelming the user.

Initial concept for Qiddiya by: BRASH

How do you add modern signage to a historic district without ruining its character?We believe wayfinding is a critical e...
25/09/2026

How do you add modern signage to a historic district without ruining its character?

We believe wayfinding is a critical extension of placemaking. When designing for culturally significant or historic spaces like the AlBalad Historic District in Jeddah or the SGTS World Heritage Sites in Sharjah; the ultimate challenge is contextual relevance.

Every color, typography choice, and material must feel like it belongs to the destination.

It has to honor the site’s heritage while serving a very modern, functional need. It’s a delicate balance between clear visibility and visual harmony.

Another important aspect is to ascertain how our work will gracefully age and integrate with the surroundings.

Do you prefer modern, contrasting wayfinding in historic sites, or signage that seamlessly blends into the architecture?

Projects: 📍
AlBalad Historic District, Jeddah
SGTS World Heritage Sites, Sharjah
Al Dirah, Riyadh

Designing for a zoo means designing for discovery.Our wayfinding system for Al Ain Zoo combines intuitive navigation wit...
09/09/2026

Designing for a zoo means designing for discovery.

Our wayfinding system for Al Ain Zoo combines intuitive navigation with illustrated maps, custom animal pictograms, and interpretive signage to create a seamless visitor journey.

One that informs, engages, and celebrates the unique character of the destination.

📍 Al Ain Zoo, Abu Dhabi

Every site has its own identity ⛳️ Our role is to ensure the wayfinding strengthens it 🏌🏻‍♀️We developed a signage strat...
04/09/2026

Every site has its own identity ⛳️
Our role is to ensure the wayfinding strengthens it 🏌🏻‍♀️

We developed a signage strategy that builds on the existing architectural language - refining what was already there, introducing missing elements, and creating a more cohesive experience across the club.

A thoughtful evolution, designed to improve navigation without losing the character of the place.

Riyadh Golf Club 📍

Every site has its own identity. Our role is to ensure the wayfinding strengthens it.For Golf Saudi, we developed a sign...
18/08/2026

Every site has its own identity.
Our role is to ensure the wayfinding strengthens it.

For Golf Saudi, we developed a signage strategy that builds on the existing architectural language - refining what was already there, introducing missing elements, and creating a more cohesive experience across the club.

A thoughtful evolution, designed to improve navigation without losing the character of the place.

📍Riyadh, Saudi Arabia

No serious talks at the dinner table because food is serious enough for us 🍽️
05/08/2026

No serious talks at the dinner table because food is serious enough for us 🍽️

no serious talks at the dinner table 🍽️
05/08/2026

no serious talks at the dinner table 🍽️

Every great sports venue needs a game plan 🤾🏻‍♀️For the Hudayriyat Sports Spine Hub, our challenge wasn’t just helping p...
07/07/2026

Every great sports venue needs a game plan 🤾🏻‍♀️

For the Hudayriyat Sports Spine Hub, our challenge wasn’t just helping people find their way - it was helping them understand an entire sports ecosystem.

Using a vibrant color-coded zoning strategy, we created a family of “spines” that organize the destination into legible districts, allowing visitors to navigate effortlessly across one of the largest sports developments in the region.

Because when movement is at the heart of the destination, movement through the destination matters just as much.

In collaboration with: and

📍 Hudayriyat Island, Abu Dhabi

For Al Huda Park, Makkah, our concept ‘Transitional Fluidity’, imagines the visitor journey as a continuous experience r...
30/06/2026

For Al Huda Park, Makkah, our concept ‘Transitional Fluidity’, imagines the visitor journey as a continuous experience rather than a series of destinations.

Inspired by the project’s sweeping architectural forms and immersive public spaces, the signage system adopts a fluid visual language that guides movement naturally from one environment to the next. Directional elements become part of the spatial rhythm, creating moments of orientation that feel intuitive rather than instructional.

As Makkah continues its transformation with a new generation of lifestyle destinations, the role of wayfinding extends beyond navigation. It becomes a tool for shaping experiences, supporting discovery, and connecting people to place.

In Collaboration With :

📍 Makkah, Saudi Arabia

Developed in collaboration with and our signage system draws from the landscape itself - blending natural materials, ...
22/06/2026

Developed in collaboration with and our signage system draws from the landscape itself - blending natural materials, organic forms, and subtle visual cues to create a navigational experience that feels calm, intuitive, and connected to its surroundings.

Because in a community built around green space, wayfinding shouldn’t compete with nature. It should belong to it.

📍 Dubai, UAE

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May Ziadeh Street
Beirut

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Tuesday 09:00 - 18:00
Wednesday 09:00 - 18:00
Thursday 09:00 - 18:00
Friday 09:00 - 18:00
Sunday 09:00 - 18:00

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+971557300353

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