Student Project Spotlight: “MUSTADEEM” A Visual Identity for Sustainable Winter Tourism in the UAE
A new student project published on Behance is reimagining winter tourism in the UAE through the lens of environmental responsibility and cultural heritage. Titled “MUSTADEEM” (مستديم), which translates to “Sustainable” in Arabic, the project is a comprehensive visual campaign designed to encourage people to enjoy the winter season responsibly. At its core is a powerful message: protect the four natural environments, the desert, forest, sea, and snow while celebrating the UAE’s local heritage.
The project, published on Behance in November 2025, reflects a growing trend in sustainable design: using strategic branding and immersive visual storytelling to make responsible tourism accessible and appealing. By creating a complete visual identity system, “MUSTADEEM” bridges the gap between the joy of winter travel and the urgent need for ecological awareness. The campaign features a distinctive logo that merges the Arabic word “مستديم” with the silhouette of a camel, a symbol of Emirati heritage, and a green leaf representing sustainability. This visual language, combined with a thoughtful color palette of green, black, white, and beige, creates a cohesive brand that promotes responsible exploration.
The project’s deliverables demonstrate a deep understanding of integrated campaign design. This includes a comprehensive brand guideline, a suite of office stationery, eye-catching outdoor and indoor posters, a fully functional mobile application for discovering sustainable tourism activities, and a dedicated website that connects visitors with eco-friendly experiences. Furthermore, a vibrant social media campaign with a distinct Instagram presence was created to engage the public and share tips for responsible travel.
Supporting SDG 13: Climate Action
This project directly supports Sustainable Development Goal 13 by promoting climate action through responsible tourism and environmental education. By encouraging visitors to choose eco-friendly activities and respect natural habitats, “MUSTADEEM” helps reduce the carbon footprint and ecological impact of the tourism sector, a key component of climate mitigation. It also demonstrates how creative student work can contribute to the UAE’s broader sustainability goals by fostering a culture of environmental stewardship and supporting the national strategy for sustainable tourism. The project further aligns with SDG 11 (Sustainable Cities and Communities), SDG 12 (Responsible Consumption and Production), and SDG 15 (Life on Land).
Keywords: MUSTADEEM, sustainable tourism, winter tourism, UAE, SDG 13, Climate Action, sustainable design, environmental awareness, brand identity, student innovation, Behance, Ajman University, #SDG13 #ClimateAction
To view the project, click here.