A Senior Communication Designer & Creative Strategist | Multidisciplinary Cultural Specialist


Raghad Salman, a multidisciplinary designer and strategist from Saudi Arabia, graduated with an MFA in Communication Design from Pratt Institute in New York, USA. Her journey as a designer is deeply influenced by her roots and upbringing in Saudi Arabia. Committed to bolstering the local creative landscape, Raghad engages in work that not only delves into cultural topics but also allows her to immerse herself in design research. Through her creative practice, she explores her identity and Saudi culture, believing that her work speaks powerfully to her generation and serves as a bridge to their collective heritage.

Raghad's creative range encompasses hybridity, concept development, research, design illustrations, and video. She is passionate about investigating her culture and engaging in dialogues through her work, aspiring to be a contemporary voice that produces evocative and dialogic expressions of lived experiences. Her approach to storytelling in design is rooted in personal experiences, which she believes ensures a true engagement with the world.

How does design, starting from personal experiences, establish a more direct relationship with the world? For Raghad, the focus is on research essays and hybridity in design, considering them as excellent mediums for investigating auto-ethnography. She views design not only as a tool for personal expression and cultural exploration but also as a means of making sense of the world. How does one navigate this intersection of personal narrative and universal understanding through the lens of design?

Great at  
Multidisciplinary Design
Research Skills:
    Qualitative research
    Market Research
    Participatory Research
    Consumer Behavior                                
    Wireframing
    Prototyping
    Concept Development
     Cultural Engagement
    Auto-ethnography in Design
    Hybridity in Design

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Soft Feminism: The Interplay Between Feminism, Digital Media, and Creative Expression in Saudi Arabia

My book is conceptualized to embody the evolving narrative of Saudi women through its structural design, comprising three distinct but interconnected pieces. Each piece symbolizes a pivotal moment in the journey of Saudi women, crafted to reflect the progression from constraint to openness, mirroring their expanding roles. The book's form, with its three shapes, transitions from smaller and more condensed to larger and more expansive, adding depth and nuance to the narrative. 

The design intentionally allows one piece to nest within the next, symbolizing the layered experiences of Saudi women and the complexity of their stories. The overall aesthetic is one of openness and transparency, aiming to create a poetic dialogue between the book's form and its content. This design choice reflects a commitment to visualize on the nuanced experiences of Saudi women, offering a tangible representation of their ongoing journey toward greater expression.

 Editorial Design
Visual Direction
Illustration
Creative Writing
Concept Development
Auto-ethnography Research
10–05–2024


Al Hay Initiative مبـــــــادرة الحــــي

My project focuses on revitalizing urban spaces, particularly in Jeddah Al-Balad, by prioritizing pedestrian safety, sustainability, and community engagement. I aim to learn from successful global urban revival projects that have effectively integrated heritage preservation into my designs. By researching and adopting best practices, I seek to enrich the walking and socializing experience in Al Balad, fostering deeper cultural engagement and a sense of community.

My primary goal is to understand how people utilize urban spaces and what they find appealing or challenging about them. Through this research, I aim to identify strategies that can enhance the social and cultural experience of Al-Balad, with a special focus on fostering a sense of community and enriching cultural engagement.

Design Response:
A community-based initiative that focuses on creating and curating workshops with both the local community and visitors to Al-Balad, aimed at enhancing their experience of the space from diverse perspectives. Our goal is to provide opportunities for participants to engage with Al-Balad in new and meaningful ways, enriching both their understanding of the area and the overall experience for all.



User-Research
 UX design
Cultural Probe
Affinity Clustering
Research synthesis
Co-designing
Website Design
Brand strategy
Concept Development
Visual Direction10–05–2024


Bloomingتزهـــــــــر
Blooming is a collaborative project around cultivating connections through the exchange of personal stories. Our aim is to offer a positive impact on our community by connecting people to intimate storytelling and sharing.
In Blooming, we use flowers as a special way to connect with each other. We chose flowers because they are like stories - unique and beautiful in their own way. When we give someone a flower, it’s like inviting them to share a part of their life with us. This simple act helps us grow closer and understand each other better. Flowers help us remember that, just like them, our stories and connections can grow and bloom into something beautiful.

Collaborators:
Shuli Zheng
Yingxin Liu 


Editorial Design
Market Research
Concept Development
Visual Direction
Illustration
Creative writing10–05–2024


Forward

Designers have many sustainable ideas that often don't see the light of day. Our challenge is to make these innovative concepts a reality, turning them into actual products. We're looking for interdisciplinary designs that address environmental problems and incorporate future impact considerations. Our goal is to combine sustainability with forward-thinking design, bridging the gap from idea to implementation.



Collaborators:
Shaun
Jiangyue


Market Research
Concept Development
Visual Direction
Brand Strategy
Business Strategy
Brand Identity
Campaign Design
10–05–2024


Sara ســـــــــارة


In my experimental film, set in New York City, I explore Saudi Muslim women's complex identities and strengths. Through a personal conversation with my mother, I challenge misconceptions about silence, portraying it as a powerful stance. The film integrates traditional elements like floral motifs, Arabic calligraphy, and the concept of Tawaf to symbolize unity and the blend of history with personal identity. Employing hybrid media, I weave a narrative that honors Saudi women's resilience and evolving strengths, highlighting their unique experiences and the spiritual continuity in their diverse lives.

  • Stillness and Complexities: Challenging the misconception of silence as passive with portrayals of quietude as a deliberate and powerful stance. it can also be an active choice and a form of resistance.
  • Floral Motifs and Arabic Calligraphy: Integrating traditional artistic expressions to symbolize the harmonious blend of history and personal identity in the subjects' lives.
  • Tawaf—Women of the Haram: Utilizing the concept of Tawaf to underscore themes of unity and continuity amid diversity.
  • Hybrid Media Elements: Combining video with illustrative Islamic floral patterns to create a layered narrative that reflects the complex nature of these women's lives.


[ Soft Feminism: The Interplay Between Feminism, Digital Media, and Creative Expression in Saudi Arabia]

Video, Sound, Color
Visual Direction: Experimental Filming
Animation
Illustration
Creative Writing
Concept Development
Auto-ethnography Research12–19–2023


Majlis مجلـــــــــس

This UX design project employs a non-linear process encompassing three distinct stages: Research, Synthesis, and Design Response.

  1. Research Stage: This initial phase involves gathering insights and understanding the context. Methodologies such as Auto Ethnography, Fly On The Wall observations, Interviews, and Virtual engagements are used to collect diverse perspectives and experiences of Saudi women in the media field. This phase is crucial for grounding the project in real-world experiences and cultural nuances.
  2. Synthesis Stage: Here, the collected data is analyzed and interpreted. This stage involves identifying patterns, key themes, and insights from the research. The synthesis phase is instrumental in transforming raw data into meaningful information, which lays the foundation for the creative process. It focuses on understanding the evolution of content in Saudi media, driven by technological advancements, cultural shifts, and changing audience expectations.
  3. Design Response Stage: Building on the insights from the synthesis, this stage involves the actual conceptualization and design of the exhibition. The design response is a blend of traditional and modern elements, reflecting the evolving roles of Saudi women. It includes an experimental video installation, a virtual cultural probe, and ambient soundscapes, all designed to create an immersive and culturally rich experience. The project aims to celebrate the contributions of Saudi women in media, fostering a sense of community, respect, and unity.

Throughout these stages, the project remains flexible and iterative, allowing for continual refinement and adaptation based on ongoing learnings and insights.

Auto-ethnography Research
UX Research  
Concept Development
Video, Sound, Color
Visual Direction: Experimental Filming
Animation
Illustration12–19–2023


Sadu ســــدو


To address the question, "How might we redesign a holistically inclusive fashion standard that encompasses the overall experiences of the modest Muslim woman?" and specifically tackle modest wear accessibility struggles for the modern Muslim woman, a multi-faceted UX design approach can be employed. This approach combines various research and design methodologies to ensure a comprehensive and empathetic understanding of the target user's needs and experiences.


[ Tackling modest wear accessibility struggles for the modern Muslim woman]

Auto-ethnography Research
 UX design
Cultural Probe
Affinity Clustering
Research synthesis 
Co-designing
Website Design
Concept Development20–04–2023


Tash Ma Tash طـــاش ما طــــاش


TV shows like "Tash ma Tash" a popular Saudi Arabian television comedy series that has been on air since the late 1990s used humor and satire to criticize societal norms, including religious extremism, and encourage open discussions and critical thinking. These programs created a space for Saudis to question and reflect on things that are not usually talked about, offering different perspectives from traditional religious teachings.

In this I highlight the connection between satire, media influence, and the fight against religious extremism in the 2000s. As younger generations [Saudis], we grew up with "Tash ma Tash" playing in our homes. Each episode tackled social issues, made us excited and provided an outlet to discuss unusual topics. It made us think differently and allowed us to agree or disagree. Today, we continue using comedy to critique ourselves and understand our culture. YouTube channels became popular, replacing traditional TV as we shifted to social media platforms.

This symbolism represents the impact of "Tash ma Tash" as a catalyst for critical dialogue and societal change. It demonstrates how satire and media have influenced our generation, encouraging us to question norms, challenge extremism, and shape our society.



[Tash Ma Tash ran for 18 seasons and is considered one of the most successful television works in Saudi Arabia and the Arab world. The show followed a sketch comedy format]

Video, Sound, Color
Visual Direction: Experimental 
3 Pieces07–24–2023


The Saudi Cultural Renaissance Manifesto بيــــــان النهضـــة الثقافيـــــة


As a female Saudi designer, my inspiration is fueled by my culture. "We are a third-grade Arabic calligraphy book in which we learned the Arabic alphabet." This statement encapsulates my sentiments that I grew up in a rich culture; values and rituals were integral to my identity. I composed a poetic cultural manifesto as an inspirational piece for the current events in Saudi Arabia. 

Creative Writing 
Visual Direction02–13–2023


A Sense of Belonging  إحســـــــاس الأنتمــــاء


This poetic creation weaves together visual and narrative elements into a captivating video that artfully conveys its message. My inspiration for this poetic journey was rooted in defining a sense of place. Drawing from my perspective as a Saudi in NYC, I delved into my personal experience to craft a piece that captures my emotional journey.

Creative Writing 
Visual Direction
Video, Sound, Color05–01–2023