NEXT Festival
Endless Expression

Brand Strategy | Brand Identity | Launch Strategy | Brand Guidelines

Inspiring the next generation of creative leaders

This was the perfect opportunity to celebrate our own industry, by showcasing the finest talent from across the creative industries at the NEXT Powerbrands Festival in Saudi Arabia. Our brief? To create a dynamic and evocative brand identity that would celebrate the energy of creativity.

A high-profile lineup of creative industry speakers gathered at the King Abdullah Economic City on the scenic Red Sea coast including Sir Martin Sorrell, Dr Khaled Biyari, and Morgan Spurlock. The festival aimed to engage and inspire Saudi business leaders and encourage them to unlock new potential in their brands.

The challenge

The festival demanded a visual identity that would engage an audience of industry experts, creative leaders and strategists from across Saudi Arabia and the MENA region. Our job was to achieve real impact through a bold and distinctive identity that would connect with our audience, and ensure the festival made its mark across the global creative industries.

“The NEXT brand played a key role in our ambition to place Saudi creativity on a global stage and highlight our nation's growing, world-class creative talent.”

Fahd Hamidaddin, CCO, KAEC

The outcome

There was no doubt, our solution needed to be creatively driven with a youthful attitude. Our audience provided the spark of inspiration. Dynamic and ever-changing, we were inspired by the way creative people never stand still. Always questioning, pushing the limits, and looking to better an idea or output.

Capturing the spirit of creativity

In essence, our concept embodied the spirit of creativity by tapping into this sense of boundless expression creatives need to stay fresh, current and relevant. With its endlessly expressive visual property system and vibrant colour palette, the final identity for the festival captures this sense of constant movement and evolution.