Our Saudi Story
The story of a Kingdom
Transforming a portfolio of regional museums into a platform for Saudi Arabia’s past, present and future
Challenge
Having inherited a portfolio of regional museums, the Saudi Ministry of Culture set about building a brand that would elevate its content and support a growing culture of museum visitation among locals.
Insight
Through our research, we explored the question: What makes a museum? The insight: A defining set of experiences that prioritized accessibility, interaction and social spaces over intellectualization and prestige, qualities commonly associated with museums in the region and beyond.
Answer
Rather than building a portfolio of museum brands, we crafted 11 chapters of a single story—Saudi’s story. This extended into every corner of the Kingdom, from ancient societies creating rock art to the industrial history of the TAPLine to the social role of the palm and date and the relationship between the Kingdom and the natural world. Our Saudi Story invites Saudis to connect with the past, present and future of the Kingdom.
A symbol that unites every region
The logo comprises 11 icons, each representing a regional museum within Our Saudi Story. Together, they form a unified symbol that represents the entire Kingdom, while also highlighting the unique elements that make up its rich tapestry.
Distinct stories, one collective heritage
Each of the 11 regional museums under Our Saudi Story has its own unique narrative, celebrating the distinct heritage, history and traditions of its specific location.
