Edge of Arabia

The brief:

We developed a contemporary brand and a full suite of communication material for Edge of Arabia to showcase the life and work of new Saudi artists.

Edge of Arabia asked us to devise a contemporary identity incorporating an Arabic edge to reflect a new spirit of creativity in Saudi Arabian art and artists.

The project:

We developed an aesthetic approach which combines clean, minimalist typography with traditional Arabic calligraphy, leaving space for a confident visual environment marked by strong graphic spaces and powerful images.

The visual essence of the brand is a logo formed from an abstract take on the crescent moon and made of the Arabic characters for ‘contemporary art’.

The identity was also developed to include; a website, large format exhibition graphics, merchandise, printed promotional material and a case-bound book.