AIC

Scope of works

• Art Direction
• Branding
• Brand Guideline Manual

Client:

Aseer Investment Company (AIC), supported by Saudi Arabia’s Public Investment Fund, is committed to transforming the Aseer region into a premier destination for tourism, culture, and investment. As an integral part of Vision 2030, AIC aims to promote sustainable development, enhance the quality of life for residents, and attract investments that balance economic growth with cultural and environmental preservation.

Objective:

The challenge was to create a brand identity that positions Aseer as a leading destination for investment and tourism. This identity needed to capture Aseer’s natural beauty, unique architecture, and rich cultural heritage while conveying progress and innovation. It needed to appeal to investors, inspire travelers, and honor the region’s legacy and diverse ecosystems.

Solution:

Inspired by the “Luxuriant Aseer” concept, the brand identity blends traditional and modern elements to reflect AIC's commitment to quality. Intricate engraving illustrations showcase cultural depth, embodying Aseer’s flora, fauna, people, landscapes, and architecture. Al Qatt Al Asiri patterns are woven into the visual system, linking Aseer’s heritage with its future. A color palette rooted in the hues of Aseer’s stone houses—browns, quartz white, gold, and black—provides authenticity and elegance. Paired with sharp serif and clean sans-serif fonts, the design merges historical richness with modernity. Premium printing techniques such as blind embossing and foil stamping add a tactile, high-end quality, underscoring AIC’s dedication to thoughtful and high-standard investments. This approach encapsulates Aseer’s cultural essence while emphasizing AIC’s vision for a prosperous future.