How do you brand a city that doesn’t just embrace play but is built entirely around it? That’s the ambition of Qiddiya City, located just 45 minutes outside Riyadh.
This is no ordinary destination. It is a bold vision to redefine how we live, learn, and thrive through the prism of Play, from world-class sports and esports to culture, entertainment, and beyond. Qiddiya City takes play seriously, embedding it at its core and harnessing its transformative power to shape the world’s most dynamic lifestyle destination.
To create a brand for Qiddiya City, we needed a strategic and creative system as extraordinary as the destination itself. BRASH developed a brand world where play becomes the organising principle, connecting diverse experiences across entertainment, sport, and culture under one unifying identity. From championship golf courses and a next-generation multi-use stadium to the world’s first dedicated Gaming and Esports District, the brand flexes across every touchpoint. We evolved the original logo and built a distinctive visual language inspired by Qiddiya’s dramatic landscape. At its heart lies the “scarps” device, a dynamic graphic element reflecting the city’s striking topography and its limitless sense of possibility. It is transformative, changing what is inside and viewed through it, demonstrating the transformational power of play.
Qiddiya City launched at WTM 2024, introducing the world to a once-in-a-generation destination. The rollout is only just beginning, but its ambition is unmatched. By 2030, Qiddiya City aims to attract up to 17 million visitors annually, cementing its position as one of the world’s largest tourism destinations. BRASH continues to partner closely with Qiddiya on Qiddiya City’s next chapter, from crafting launch content and event experiences to shaping the Guest Arrival Experience. With major attractions like Six Flags Qiddiya City and Aquarabia opening soon, we are helping design and optimise the first impressions of visitors arriving at a live, evolving site. Qiddiya City isn’t just creating a new destination. It is redefining the very meaning of Play, and BRASH built the brand to make it happen.