AKQA collaborated with The Ministry of Hajj and Umrah to create the new Nusuk app for pilgrimage in Saudi Arabia.

My role in the project was design and animation for creating the permits, Qibla compass, and splash screen.

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. My approach for animating the permits used soft natural light rays combined with glow and shine, continuously illuminating the pattern and QR code, serving as a spiritual entry into performing the two rituals. 

At the heart of Islam lies the Kaaba, revered as the House of Allah, which is at the centre of Masjid Al Haram in Makkah and is the pilgrimage’s most important destination. The Qibla compass helps users find the direction of prayer towards the Kaaba. When the compass is aligned with the Kaaba, it illuminates the screen with light.

I created the Qibla compass background, inspired by elements of the Kiswa, the fabric that covers the Kaaba. For lighting, and texturing I took material references from silk fabric and foil printing. I combined this with a cloth simulation animation, highlighting the Quranic calligraphy as the fabric gently waved. This elevated the compass beyond functioning solely as a directional guide, by enhancing the spiritual connection with the five daily prayers. 

When users open the app, the splash screen introduces them to the world of Nusuk. I designed and animated the splash screen, which used a soft light passing by, smoothly revealing the logo from the darkness. As a result, users are connected with the essence of guidance and spirituality before they even begin to book, apply and travel to their Umrah or Hajj pilgrimage. 

When users open the app, the splash screen introduces them to the world of Nusuk. I designed and animated the splash screen, which used a soft light passing by, smoothly revealing the logo from the darkness. As a result, users are connected with the essence of guidance and spirituality before they even begin to book, apply and travel to their Umrah or Hajj pilgrimage.