Crafting a cultural beacon for the Kingdom’s new summer escape

Brand Strategy

Brand Identity

about the brand



A breathtaking destination that sits atop Saudi’s highest mountain peak. A naturally gifted destination, enriched with its rich local art. It was time to convert this destination into the adventure capital of the Kingdom. Our challenge? To craft an brand and identity that highlights the abundance of activities, along with the destinations natural and cultural gifts.


Versatility and abundance of experiences was at the heart of the Soudah Seasons event. Guided by the persona of The Explorer, the Soudah Seasons brand proposition was “A Gateway to the Kingdom’s bizarre summer experience”. Our logo signified this wealth of experiences, by injecting minimalistic and vibrant icons, in harmony with patterns borrowed from the rich art of Asir. The simplicity of the visual language enabled us to create effective way-finding, a unified architecture and helped uplift the excitement around this historic event.