2012 Winners & Shortlists

Brief Explanation

This involved creating a new brand in an unusual 'domestic & business' category. It had to acknowledge the family's homeland in the Njed area of Saudi Arabia. We created a naming architecture for 9 villas for the family, clubhouse, business centre and numerous entertainment venues for the family, family business and friends. Central to these are three Diwaniyehs – coffee houses renowned for their lively conversation which are major social hubs for the local area.

The Brief

To create an identity for a family compound in Riyadh including naming and signage. The compound is home to local family members and also those now living abroad when they return to the Kingdom. It is used for entertainment related to the family business and as a social venue for friends and guests.

How the final design was conceived

Naming the project Sidra after a local blessed tree, traditionally used for meetings shaded from the desert sun, our mark is crafted from spoken words to evoke the image of Sidra as a place of conversation and rest. We captured the Arabic name within the words of the tree, creating an elegant dual language presentation.

Indication of how successful the outcome was in the market

The family commended us on our deep social, historical, literary and geographical knowledge of the kingdom. It is a great immeasurable success... gauged largely by the approval of the Client and from the reaction of prospective clients seeing it as a case study. A similar project is no underway for a new client.