We pitched a proposal for the inaugural Saudi Arabia GP. The RFP was a three-part bidding process, and below I will showcase the first two stages that we offered brand development, visual identity, event look and collaterals.
The Saudi Arabia GP is a night race, and the brief was to express the thrill and exhilaration of such an event.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/40d48aec-403e-4dc8-bf53-92d5d224f3c1_rw_3840.jpg?h=ba9c54dfb5f867fba1d8ddf47535d54e)
Futurism was the inspiration for the development of the brand. The host, Jeddah, is a modern city with an exciting look at night, and our approach was to explore light traces chasing each other like in a race.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/54a9247c-4dac-4275-9dee-fec3bc7fb9b3_rw_1920.jpg?h=0a92bcc31cda3b74b2fefcb53bceb3e3)
The concept
The idea was to combine the three core elements: race track, Arabic calligraphy and futurism to create a unique typeface and wordmark.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/825378ba-e8d0-45eb-aaee-815b75d3a6fc_rw_1920.jpg?h=a28478e2ccddbf50df20f5d66cd5e30d)
The wordmark
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/541ce2b6-dadf-421b-af3c-75e2bb9c0c3d_rw_1920.jpg?h=c0b4b5cc6ca2a14f9d56a5fc6b7451e4)
The typeface
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/19cae104-ea55-47f0-861c-bce3f0b20002_rw_1920.jpg?h=f154bf5b38bac499991166dc576e7d16)
Icon development
As part of the second round of the pitch, we developed a version of the word mark to work as an icon.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/010f1849-210e-410f-957f-eee1c14cfb99_rw_3840.jpg?h=814465a24b6538dd474d8a1616c1eb59)
Colour palette
The colour schemes display vibrant, digital-first colours. The green relates to the Saudi Arabia flag. The blues and purples relate to the lights and speed of the night landscape race and cyber-punk aesthetics.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/d65f4bb0-7514-4b8f-bf3b-8273c771925e_rw_1920.jpg?h=ca029b03caf0fa799075aac50be5159d)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/d79e0c75-c4f9-4a95-a2d6-ddd161afc470_rw_1920.jpg?h=9fb32c75d732f585e3afdf3d3d1b4d2d)
The visual identity
Arabic calligraphy inspired the primary graphic and represented the cars and light traces chasing each other.
Monochromatic graphic
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/c3026489-01ae-4352-b1a7-dccacebe0803_rw_1920.jpg?h=e0e2d00ab26012639da1793c3f0742d7)
Tonal graphic
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/8c9fc2ed-d4eb-4e23-ab95-728e38b45801_rw_1920.jpg?h=5b2d1e0a1fa82635373a294203589635)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/b3adba5d-3e8a-4dde-888f-09966734ea06_rw_1200.jpg?h=edc933531065c2d4bad18ca339e562f1)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/64bdc7a2-7fc4-4d25-9c27-aa0bff4d0fac_rw_3840.jpg?h=c2efb9e7b3233e2fb577fd67a720173a)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/b8259eec-6c91-44de-9b43-f9e8183e2b82_rw_1920.jpg?h=579f1fbeb371bfb92e57ffb6bd47b736)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/751af3a2-b11d-477f-bceb-b549340a4af7_rw_1920.jpg?h=8f7a823eaff53f78d2513452894bc343)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/6026c20e-0d23-4f98-9c02-4a369615311c_rw_3840.jpg?h=b110f34ec11f8f27cbb20219b2e23bb3)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/b5cce007-6508-42a7-92b3-e84ccabe0b9e_rw_3840.jpg?h=3c19ced293838d6fdfe89d86bface6b6)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/92382790-3632-4b24-a755-68a263c912e7_rw_3840.jpg?h=de5a7bfeaca25a13eb02add0e498f713)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/52767c6c-36f5-4b00-b13f-fd664802856f_rw_1200.jpg?h=c11b26943b7d4de7e510e42e8e53cc88)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/e870e59f-9ef2-498e-b716-c2eb6a262eaf_rw_1200.jpg?h=e1cc6038a2dbbc2d9b7ac7be36375ccc)