Riyadh Season is Saudi Arabia's most anticipated annual event, bringing together entertainment, culture, and lifestyle experiences across the capital on an extraordinary scale.
Our role focused on shaping the event's external communications across social media and out-of home platforms. From the earliest announcements to daily activations, we developed visual communication that reflected the identity of each zone while maintaining a unified Riyadh Season presence.
The objective was to ensure visitors could easily discover, understand, and engage with the diverse experiences offered across the city, while maintaining strong visual consistency throughout the season.
Opportunity for Growth
Riyadh Season operates at an extraordinary scale.
Multiple zones, hundreds of activities, and a continuous calendar of events required constant communication. The pace of announcements, updates, and real-time coverage meant that content needed to be produced and delivered quickly without compromising design quality or brand consistency.
The challenge was not volume alone, but precision. Each zone carried its own identity and theme, requiring visuals that could communicate unique experiences while still aligning with the overall Riyadh Season brand.
Our Approach
Our approach centered on building a structured visual communication system for the season.
Each zone was developed around a distinct creative theme, which served as the foundation for all visual storytelling. Within these zones, sub-zones and activities were translated into cohesive social media content and outdoor visuals that reflected both the identity of the zone and the broader Riyadh Season brand.
This structured system allowed the team to manage the high volume of content the season demanded while maintaining the quality and consistency required across every touchpoint.
Communication Strategy
Zone Identity Development
Creative themes were developed for each zone, establishing the visual direction that guided all communication materials throughout the season.
Social Media Coverage
Daily content across social platforms announced openings, highlighted experiences, and kept audiences informed about activities taking place throughout the season.
Out-of-Home Visibility
Key visuals and promotional materials were adapted for outdoor placements across Riyadh, reinforcing awareness and guiding audiences toward major attractions.
The strategy included:
Continuous social media coverage for real-time engagement
Visually distinctive zone branding to help audiences navigate the event
Outdoor placements that extended the event's presence throughout Riyadh
Consistent design systems to manage high-volume content production
Results
Through coordinated design systems, structured workflows, and close collaboration with the Team, the communication process remained efficient despite the scale and pace of the event.
The result was a cohesive visual presence across social media and outdoor platforms that reinforced Riyadh Season's position as one of the Kingdom's most prominent cultural and entertainment destinations.
