Qiddiya
Client
Qiddiya (Saudi Arabia)
Role
2D/3D Motion Designer
Agency
Brash
Year
2024
My contribution
I worked with the Brash creative team on the motion brand guidelines for Qiddiya City. The brand already had its glass logo and the scraps that reveal content underneath; my work was defining how they move — refraction, how light travels through the forms, how the scraps open without losing the logo — and exploring the colour ways across the system.
The Play Life claim was the real R&D: I animated it in 2D and 3D, inside the glass logo, as flat type, letters falling — a wide set of routes to see which one the brand could live with. I also worked on the entrance hoarding concept for the park.
For Qiddiya Gaming I animated the logo and built a set of pieces across the identity, including the Outpost Omega title sequence.
Much of what came out of that exploration became the motion language of the final brand. Parts of the work were used for Qiddiya's presence at WTM London 2024.
About the project
Qiddiya is a new entertainment, sports and culture destination being built near Riyadh, envisioned as The City of Play. Qiddiya City is the master brand; Qiddiya Gaming extends it into esports and digital entertainment.
Brand by Brash: Qiddiya City · Qiddiya Gaming
For collaborations, inquiries, or to discuss future projects, get in touch.
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