The land of Saudi is brimmed with its rich culture and heritage sites, and Diriyah is no exception. Situated along the outskirts of Riyadh, Diriyah was the birthplace of the first Saudi state, and became a crossroads for pilgrims and traders. Our challenge was to create a brand for development authority mandated to revive the destination as a global gathering place while preserving its authenticity.
The duality of pride and happiness was at the heart of the DGDA brand, it was this feeling that the brand intended to evoke through its authentic experiences. The brand’s internal culture was guided by values of pride, being rooted in heritage, building connections, inclusivity, and authenticity. The logo was inspired by the silhouette of the outline of the historic Diriyah town. The logo was manifested in a color palette that borrowed from the geography of the destination, and icons that reflect the rich historic culture of the destination.