To create a cultural identity fit for a digital world, we reduced Saudi visual heritage—patterns, ornaments, symbols—down to simple geometry: line, rhythm, and repetition. Rather than imitate tradition, we abstracted it.

The core idea emerged at the intersection of Arabic calligraphy and digital typography. From classical scripts, Square Kufic offered the perfect bridge—built from straight lines and grids, it naturally echoed pixels and modular digital systems.

By deconstructing and simplifying its forms, we created a logo built from horizontal and vertical strokes that could connect, expand, and repeat. It became more than a symbol—a visual system where tradition and technology coexist.

Working with calligraphers, we refined these forms to fit within the Ministry’s brand rules (color, type, proportion), while developing a flexible graphic language derived from the logo grid—scalable to patterns, motion, interfaces, and architecture.

As gatekeepers of Saudi Arabia’s culture, we looked back to improve our internal culture.
A Dewan was a welcoming place where people came together, worked, and shared ideas to inspire one another. This communal space created a sense of belonging and togetherness.

We took this traditional space and brought it into the 21st century in the form of an online portal and mobile app. Named DewanE, the portal housed a range of useful features and tools that emulated the concept of a Dewan in digital form.