The Challenge AlUla is one of the most ambitious destination-building projects in the world — a region of extraordinary natural and historical significance in north-west Saudi Arabia, being transformed by the Royal Commission for AlUla into a world-class global tourism destination. The creative challenge was to build brand and marketing communications worthy of that ambition: materials that could attract international investors, global visitors, and cultural partners simultaneously.

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The Thinking AlUla's power lies in its landscape — ancient, vast, and unlike anywhere else on earth. Rather than imposing a contemporary brand identity onto that heritage, the approach was to let the land lead. The visual framework was drawn directly from the striking geological forms and historic textures of the region, creating a flexible system that felt both timeless and modern. The identity needed to work across an enormous range of contexts — from corporate investor communications to social media campaigns — without ever losing its sense of place.

My Role As part of the core creative team at the Royal Commission for AlUla, I developed brand and marketing communications across digital, social, print, and environmental applications — contributing to the art direction and design of a system that would represent one of Saudi Arabia's most significant cultural projects on the world stage.

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The Outcome A cohesive brand communications framework — spanning social media, corporate print, wayfinding, and experiential — that positioned AlUla as a destination of genuine global significance, grounded in authenticity and built to scale.