161 NORTH EAST
Brand Strategy and Identity, Business Center in Riyadh
BRAND
SCOPE
Brand Strategy, Creative Direction, Oversight of design team.
The Brief
A new premium business center at Riyadh City Center, arriving at a pivotal moment: Saudi Arabia had just moved to require regional HQs on Saudi soil, and Riyadh was gearing up to rival Dubai as the region's business hub. The brand had to speak to two audiences at once, local and international business owners, in two languages, with equal conviction.
The Idea
Position it as Riyadh's Prime Hub for Businesses of Today and Tomorrow, and build everything outward from strategy. Working from the Golden Circle and a full brand personality framework, the identity landed on premiumness with warmth: a logo built on the 161 itself, thick enough to become masks, patterns, and compositions; a palette of gold and deep navy with teal accents. Classy with a vibrant touch, architectural like the building it would live on.
The Craft
The Outcome
Delivered as a complete brand: strategy, identity, guidelines, and collateral system, bilingual from day one. The building itself has since been completed: nine floors and a three-story annex now standing at Riyadh City Center, wearing the brand.
