LAYALI DIRIYAH

Layali Diriyah is a cultural and heritage festival celebrating the rich history, artistry, and traditions of Diriyah through performances, installations, and immersive experiences. Our task was to create a visual identity that honored this deep cultural heritage while expressing a distinctive contemporary voice. Inspired by the dance between light and shadow, the identity seeks to evoke emotion, and a sense of mystery, resulting in a brand that feels rooted in tradition while radiating a graceful, modern elegance.

The Arabic wordmark, originally provided by the client, was refined to improve its proportions and achieve a more visually balanced outcome, drawing inspiration from the geometric forms of Najdi architecture. This was complemented by a sans-serif typeface for the festival’s Latin name and brand messages, ensuring clarity and readability for all audiences, and paired with a modern serif typeface to establish a distinctive typographic style featured across all touchpoints.

To complete the visual system, we created a symbol that represents the convergence of light, motion, and luxury into a single form, a triangular shape that reflects aspiration and excellence, while its radiating lines symbolize light unfolding with precision. Together, they create a mark of timeless sophistication.

 VISUAL IDENTITY
ART DIRECTION
CREATIVE DIRECTION


PROJECT MANAGEMENT

STRATEGY


 PROJECT MANAGEMENT
COPYWRITING