- Brand Strategy
- Visual Identity
- Motion Identity
- Digital Experience
- Brand Experience
- Sonic Identity
- Brand Activation
- Brand Campaign
- Verbal Identity
City of Play
Qiddiya is, by any definition, one of the world’s most iconic projects, aiming to transform lives and redefine how people connect, create, learn, perform, escape, and thrive.
Imagine a landscape where play transcends mere destination, becoming the very lifeblood of an entire world. This is the groundbreaking vision of Qiddiya, a city near Riyadh, reshaping how we live, learn, and thrive through the prism of Play. It’s a never-seen-before destination that takes play seriously by embodying it at its core philosophy and harnessing its powers.
BRASH was tasked with developing the full Qiddiya masterbrand, from brand strategy and guidelines to the brand architecture that defines how Qiddiya connects to its sub-brands. This included building a cohesive philosophy, crafting the visual and verbal identity, and establishing a framework to bring the brand to life across events, partnerships, and communications
BRASH’s work positions Qiddiya as the world’s most passionate ambassador for the Power of Play, ensuring the masterbrand guides every touchpoint. The brand architecture and destination operating system earned recognition, with our Head of Strategy, Roger Gray, named Strategist of the Year for his work on the masterbrand and city destination framework.
