Zayed National Museum is the UAE’s national museum, located in Abu Dhabi. It exists to celebrate the rich history, culture, and stories of the United Arab Emirates, as well as the enduring values of the country’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan.

The core design and experience challenge was to translate a progressively neutral, deeply minimal brand identity into an engaging, accessible, and immersive online museum experience. A clear design direction was established early; one that embraced serene linework and generous negative space. This approach bridged past and future through a minimal aesthetic that championed clarity, restraint, immersive storytelling, and precise structure. The result is a timeless, confident, and distinctly Emirati digital experience that faithfully reflects the museum’s essence and brand identity.

Work carried out whilst employed as UX-UI Director at Create Group.

The Numbers
55% Engagement rate High across all traffic sources.
5% Click-Through Rate High click-through rates from organic traffic.
3:29 Average session duration.