XOTOX BRANDING
Project name: F&F
Client: RJ7
Sector: Commercial / Mixed-Use Development
Location: Riyadh, Saudi Arabia
The role: XOTOX was responsible for designing a complete wayfinding system for F&F, including planning, sign design, and integration with the project’s brand identity. The system featured wall-mounted identifiers, paint-on-wall graphics, and hanging signs, all of which were developed to support seamless navigation and consistent branding across the site.
The brief: F&F needed a cohesive and user-friendly wayfinding system to improve navigation within their commercial and mixed-use spaces. The client emphasized the importance of aligning the signage with the brand’s contemporary identity while ensuring accessibility and clarity for diverse users. The wayfinding system had to support smooth circulation across entrances, corridors, common areas, and parking facilities.
Outcome: XOTOX delivered a tailored wayfinding solution that improved circulation and spatial understanding within F&F’s facilities. The signage system included wall-mounted identifiers for clear labelling of spaces, paint-on-wall graphics to guide movement through corridors and open areas, and hanging signs placed at key intersections to support vertical and horizontal navigation. All signage was designed using a contemporary visual style aligned with F&F’s branding. A notable design element was the integration of a tree graphic, artistically inspired by the shape of the building itself and symbolizing the transparency of the glass façades, drawing a metaphorical connection to trees as the lungs of the world. This theme was consistently applied throughout the environment, including on walls, across all parking columns with numbered signage, and within the main office signage.
Materials and placement strategies were carefully selected to ensure durability, legibility, and harmony with the architectural context. Lighting was used in some signage elements to ensure visibility in low-light conditions, enhance legibility, and maintain the clean aesthetic of the interior design. The result is a coherent and user-focused wayfinding environment that elevates both function and design across the space.
Case Study submitted by Xotox Branding Agency. To learn more about our wayfinding solutions, contact us at info@exotox.com.
