Edge of Arabia

Edge of Arabia (EOA) is an independent arts initiative committed to promoting contemporary Saudi arts and culture amongst new audiences. We have worked with EOA since 2008 to devise, establish and evolve their exciting brand, applied variously to artists' monographs, website and social media, outdoor advertising and large format graphics for several exhibitions. From modest beginnings, EOA is now one of the world’s leading names in Middle-Eastern art.

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Edge of Arabia is a landmark book that celebrates Saudi contemporary artists. It is a multilingual (English and Arabic) volume with contributions from leading art historians, curators, gallerists, collectors and patrons, exploring the arts of the Kingdom today. An elegant, case-bound 300-page volume, it has been sold internationally at galleries including Tate Modern, the British Museum, LA County Museum of Art, and at art fairs including Art Dubai, Frieze, Art Basel and the Venice Biennale. 

As part of this project we devised a brand refresh, including a more refined logo. The new identity combines clean, minimalist typography with traditional Arabic calligraphy, leaving space for a confident visual environment marked by strong graphic spaces and powerful images. This identity has been used across platforms, including the website. The original EOA website had been built for a specific exhibition, and we redesigned it to better reflect the breadth of this social enterprise’s activity and ambition. 

Using video content provided by EOA artists and curators, we were able to create an emotionally engaging, full-screen homepage, with inner pages that are minimalist and functional. The bespoke CMS we designed allowed the EOA team to easily stream videos from YouTube to ensure the homepage remains dynamic. The team also wanted the site to represent their grassroots approach to arts and education, as well as to reach out to collectors, art institutions and potential partners and sponsors.