The Ministry of Culture required simultaneous, large-scale activation across multiple cultural sectors to advance Saudi Vision 2030. The challenge was delivering bespoke, world-class creative strategies for five distinct commissions—spanning performing arts, literature, translation, and heritage preservation—while maintaining a cohesive national identity that appealed to both domestic communities and international visitors.
I directed the comprehensive visual and spatial strategies across these major initiatives, including the Banan Exhibition, Riyadh Book Fair, and Theatrical Amateurs Festival. By blending authentic traditional craftsmanship with premium, modern experiential design, the campaigns successfully transformed these cultural sectors into highly valued destinations, driving record-breaking attendance and establishing a new standard for Saudi arts.