Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.

Brand creation and development | Design strategy | Product portfolio management | Communications

Diriyah is the ancestral home of the Saudi royal family and the birthplace of the Kingdom. Today, it is where the authenticity of Saudi culture is preserved and celebrated. Inspired by the timeless Najdi architecture of UNESCO site At-Turaif and playing a significant role in the Kingdom’s 2030 Vision, Diriyah is destined to become the world’s largest cultural and heritage destination. BSUR is proud to be a strategic and creative partner in close collaboration with stakeholders to achieve the realisation of this giga project.

We have been tasked to bring forward the culture and heritage of Saudi Arabia through developing a compelling destination for local and international visitors. Diriyah is designed to be a social city, where meaningful gatherings take place and human connections are made, and will be the country’s most liveable and walkable destination.

After an in-depth discovery phase to understand the cultural needs, we created the proposition ‘Diriyah, The City of Earth’. As the city comes to life, BSUR continues to develop visual identities for various assets, such as the At-Turaif site and the companies behind the development.

Case study overview
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.
Developing Saudi Arabia’s foremost historical, cultural & lifestyle destination.