Agency: Bash
Client: Quidilla City
This is no ordinary destination. It is a bold vision to redefine how we live, learn, and thrive through the prism of Play, from world-class sports and esports to culture, entertainment, and beyond. Qiddiya City takes play seriously, embedding it at its core and harnessing its transformative power to shape the world’s most dynamic lifestyle destination.
Solution
To create a brand for Qiddiya City, we needed a strategic and creative system as extraordinary as the destination itself. BRASH developed a brand world where play becomes the organising principle, connecting diverse experiences across entertainment, sport, and culture under one unifying identity. From championship golf courses and a next-generation multi-use stadium to the world’s first dedicated Gaming and Esports District, the brand flexes across every touchpoint. We evolved the original logo and built a distinctive visual language inspired by Qiddiya’s dramatic landscape. At its heart lies the “scarps” device, a dynamic graphic element reflecting the city’s striking topography and its limitless sense of possibility. It is transformative, changing what is inside and viewed through it, demonstrating the transformational power of play.
Tools: After Effects & Cinema 4D.
Process, Storyboard & Styleframes
