The Window to Different Civilizations.

Until recently, Saudi Arabia was mainly known for religious pilgrimages, leaving its rich culture hidden. The Royal Commission for Al-Ula sought to introduce Al-Ula County's cultural and tourist potential by showcasing its natural wonders.

Our goal was to highlight the breathtaking UNESCO World Heritage site and position Al-Ula as a new world-class tourism destination, supporting the government’s efforts to enhance the country's image. With thousands of years of civilization, Al-Ula’s brand "Winter at Tantora," inspired by a local sundial, aims to reflect the history of this 5,000-year-old region.

The branding embodies cultural richness, with a central emblem telling a layered story of history, present, and future, complemented by a unique typeface. Drawing from the historical library at Okma Mountain, we created a dynamic logo and symbols based on ancient petroglyphs.

The color palette was inspired by the natural surroundings, fostering synergy with the environment. “Winter at Tantora” features art installations, projections, and wayfinding, transforming Al-Ula into a new world tourism destination. Since its announcement, it has received over 350 million impressions.