Saudi Arabia's theater scene lacked an accessible grassroots platform for amateur talent. The Theater and Performing Arts Commission (TPAC) needed a brand that felt both professional enough to aspire to, yet approachable enough to encourage emerging local artists to participate.
We built an engaging, accessible visual ecosystem and theater brand positioning that successfully reached across multiple national regions. The dynamic visual strategy discovered a new generation of theatrical talent and built a robust grassroots foundation for Saudi performing arts.