How do you market something that no one has ever bought?

The Problem
40% of Saudis have never been to a theme park. They've seen them in movies, but they've never planned a visit, bought a ticket, or navigated a park day. This wasn't a brand challenge, it was a behaviour challenge. How do you convert curiosity into a first purchase, especially for families?

The Mission
Design a digital experience that elevates the Six Flags brand, establish a new one (Aquarabia) that captures the imagination of a new market, and drives pre opening anticipation and ticket sales at scale.

Theme park websites globally look nothing like the experience they're selling.

We started with a simple principle: the website should feel like arriving at the park. Every scroll, transition, and interaction designed to build anticipation.

One experience.
Two parks.

Six Flags Qiddiya City and Aquarabia each got their own visual identity. Different palettes, Different energy while sharing a unified design system underneath.

Typography and hierarchy were crafted mobile first for a market where attention is high but theme park literacy is low. Every page had to excite and educate without cluttering either.

The result resets the benchmark for what a theme park website can be.