We helped create the Middle East’s first global cultural experience.


Established by the Saudi Aramco Oil Company, the King Abdulaziz Center for World Culture—scheduled to open in 2016—is the Middle East’s first global cultural center, which will promote cultural development in Saudi Arabia and celebrate the Kingdom’s role in today’s society. This facility will house a world-class library, learning centers, museums and historical archives to attract a global audience and encourage a widespread cultural dialogue. With such remarkable facilities and bold ambitions, the center required an equally innovative and impressive brand experience.


After immersing ourselves in the local culture, we developed a brand positioning for the center that brings to life its role in educating and entertaining the public: Inspiring hearts and engaged minds. This paved the way for a consistent and compelling brand experience that links Saudi Arabia’s past, present and future, and touches on all aspects of the customer journey—from naming to wayfinding to print communications.


The center’s brand development has received great support internally from the Saudi Aramco team. Following a soft launch, which is currently underway, the 80,000-square meter structure will be open to the public next year.

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