Abu Dhabi Cricket & Sports Hub
Art direction
Guidelines
Identity
Signage
Every day is game day.
The Abu Dhabi Sports Hub is a world-class sporting oasis. Originally constructed as a home for international cricket in 2004, recent investment has seen the introduction of state-of-the-art facilities for over 35 sports spanning 25,000 square metres. But their ambition doesn’t stop at attracting major international sports training and events: it must also support the Abu Dhabi 2030 vision of fostering a healthy, inclusive and active community.
We needed to create a new identity and design system for the newly renamed Sports Hub, to broaden its appeal and reposition it as the go-to venue for local communities and international sports professionals alike.
The new identity celebrates the stadium’s iconic shape and cements it as the centre of the hub. New assets echo the movement, expression and breadth of sports now offered. With a vast physical space and countless materials, a flexible but consistent roll-out was essential, as well as clear way-finding throughout the venue to ensure a seamless experience at all points of interaction.
The hub welcomed over 700,000 community athletes in 2023 and continues to host professional teams from across the globe.
