Creative director: Camila Venegas Gomez
Bassem Amer - Senior art director
Mohammed Binkhudair - Arabic Copywriter
Photography: Sam Barker
Bassem Amer - Senior art director
Mohammed Binkhudair - Arabic Copywriter
Photography: Sam Barker
Saudi National Day 95
Christmas, Easter, Valentine’s Day, they all have branding. But Saudi National Day, the Kingdom’s biggest holiday, did not. So we created a shared design language for the whole country to celebrate as one. Built around six Saudi cultural touchpoints, the system turned the values of generosity, authenticity, ambition, loyalty, kindness and giving into flexible colours, patterns and symbols. With almost every brand in Saudi using it, this visual identity was plastered across every corner of the country. It was impossible to escape it honestly. I couldn’t even go to the supermarket without seeing it.