Home to one of Saudi's UNESCO Heritage Sites, Diriyah is a center of Saudi's rich history.
Diriyah (Arabic: الدِرْعِيّة), formerly romanized as Dereyeh and Dariyya, is a town and governorate in Saudi Arabia located on the northwestern outskirts of the Saudi capital, Riyadh. Diriyah was the original home of the Saudi royal family, and served as the capital of the Emirate of Diriyah under the first Saudi dynasty from 1727 to 1818.[4] Today, the town is the seat of the Diriyah Governorate—which also includes the villages of Uyayna, Jubayla, and Al-Ammariyyah, among others—and is part of Ar Riyad Province.
Reasons to Believe
Preservation of value By preserving and revising Diriyah culture sites we are safe-keeping the value of the site by developing it and sharing it with the world
Engagement of people People are always the most important asset, we train, develop the locals to become a part of reliving the experience, we also engage our visitors to deliver a memorable and unique experience
Achieve future prosperity and sustainability The work the foundation does ensures the economical, cultural and environmental sustainability of the area to withstand all challenges through time
Brand Strategy Objectives
To create a brand that champions:
-The preservations of the history of Najd and Diriyah in it’s heart
- The revival of it’s Najdi Culture and traditions
- And the honoring of it’s heritage
By …
- Strategically reflecting and encompassing the essence of the culture and history
- Positioning the brand as it’s voice to the world
So that….
-We keep the Njdi identity alive and advocate and promote on its behalf
Challenge → We faced the challenge of a complex rebranding. branding was aimed not just at highlighting this integration but also at communicating a renewed and modern approach.
Big Idea → The following slides dive into the potential of the foundation’s brand. What we hope to achieve, what we stand for and who we aspire to be
LOCATION → SAUDI ARABIA | Riyadh
Concept:
The logo unites the traditional exterior of Diryiah’s architecture with custom-designed typographic elements , the abstract and dynamic shapes gives a modern and vibrant touch to a reviving culture. This typographic approach is supported by a palette of pictograms based on silhouettes of landmarks and products from the city’s heritage.
Brand Pillars
Culture
Define the kingdom’s jewel by enhancing the heritage with unique experiences
Experience
Community Provides an exceptional cultural experience by initiating innovative and interactive tours filled with artistic and historical installations
Community
Connecting people with cultural events and initiatives
Tone of Voice
Sophisticated
Creates a balanced community between cultural and modern progression.
Advocative
Understands its role as both a cultural jewel and a driving force behind progress
Saudi
Being prideful of the heritage behind Diriyah while showcasing patriotism in terms of preservation
Brand Characters
Nurturing
Aiming to preserve the village’s premium heritage by maintaining its originality
Artistic
Focuses on enhancing the creative aspect within Dariyah through enriching creativity and hand made crafts
Responsible / Stewardship
Hosting international and local tourists by giving them exceptional tours and educating them on the Jewel of the Kingdom
