The Pilgrim Experience Program
About the Client
The Pilgrim Experience Program is one of Saudi Arabia’s leading national initiatives under Vision 2030, with a clear mission: to elevate the experience of pilgrims and visitors at every stage of their journey — from the moment they decide to visit to their departure from the Kingdom.
Challenge
The challenge extended far beyond designing an annual report. It was about transforming a large volume of achievements, initiatives, and ongoing developments into a clear and cohesive experience. The project required building a design system capable of accommodating extensive content, data, and performance indicators while maintaining visual clarity and consistency throughout.
Strategy
At Umbrella, we approached the project as a complete editorial experience. Our focus was on a structured design system that balances readability, information hierarchy, and visual rhythm. We paid close attention to balancing the report’s informational nature with the human impact behind the program — transforming it from a collection of achievements into a visual narrative.
Result
The final outcome was a comprehensive report that elevated the presentation of the program’s achievements through a clearer, more organized, and visually engaging experience. The design system improved readability and established a polished visual presence that reflects the importance and national significance of the program.