Saudi Tourism — harmonised Devanagari lettering for an international tourism campaign

Over a quick engagement in late 2021, I helped international design agency Turquoise Branding extend their identity system for Saudi Tourism by drawing custom Devanagari lettering for their campaign tagline based on Denis Serebryakov’s Latin typeface Displace 2.0.

Serebryakov describes Displace 2.0 as having a “humanist aesthetic, gentle contrast, and a characteristic instability created by a slight displacement from the structural axis.” Under the agency’s art direction, I applied the same ideas to Devanagari letterforms, while retaining the script’s traditional axis. The original’s generous proportions were reinforced by including closed knots with ample counters.