The Kingdom

The Kingdom — a cultural awareness multi-media project — aimed at promoting Saudi culture domestically and abroad.

This branding, editorial, and experience project portrayed the vast cultural wealth of the Kingdom across time through diverse touchpoints such as contemporary art exhibitions, cultural gamification, and book design.

The visual concept captures the identity of Saudi Arabia’s 13 regions and brings them together as a desert rose with 13 shards.

The stone — found in the Arabian desert — was visualized and designed by rotating shapes of each region along all directions.

By revolving the desert rose, each rotation would show a particular region straight ahead and produce a completely new outline. This allowed for a cohesive but always surprising and refreshing brand architecture representing all the regions within the main design.