Our challenge was to build a brand for an entity that aims to develop one of the administrative regions, located in the southwestern region of Saudi Arabia, into a sustainable destination for tourism, work opportunities and overall well-being.

We captured the duality of our challenge in our brand promise of “harmony of progress and preservation”. The logo design captured the authenticity of the region by gaining inspiration from the traditional art style of the Aseer region. This art style was manifested in a modern, minimalistic logo that portrayed the progressive nature of the authority.