In a world where branding is not just about visibility but about vibrancy, few campaigns have lit up the regional creative scene quite like Noor Riyadh — a stunning fusion of light, culture, and imagination brought to life by Art X Advertising Company.
Art X has become synonymous with culturally attuned, emotionally engaging branding across the Gulf region. This wasn’t just about launching a festival; it was about shaping a citywide identity through light — and creating a brand that captured the soul of Riyadh while resonating with a global audience.
The Vision Behind Noor Riyadh
Noor Riyadh is an annual festival of light and art that transforms Saudi Arabia’s capital into an open-air gallery. But behind the dazzling lights and grand installations lies a powerful story — a story of creative branding and cultural celebration.
The goal was to position Riyadh not only as a city of heritage and growth but also as a hub for global contemporary art. Art X Advertising Company was tasked with turning this vision into a brand — one that felt as alive and dynamic as the festival itself.
Brand Strategy: Light as Language
Art X approached Noor Riyadh not just as a campaign, but as a living identity. The concept of “light” was treated both literally and symbolically — representing hope, innovation, creativity, and transformation.
Visual Identity That Glows
The Noor Riyadh logo was designed with fluid motion, inspired by beams of light and calligraphic curves. It felt modern, elegant, and uniquely local — a rare balance in design.
The color palette — a vibrant mix of electric blues, deep purples, and glowing whites — evoked the feeling of nightfall illuminated by creativity. This visual language was translated seamlessly across print, digital, signage, merchandise, and installations throughout the city.
Emotionally Charged Messaging
The brand voice of Noor Riyadh was poetic and uplifting, often centered on phrases like “Riyadh Illuminated” or “A City of Light, A City of Life.” These messages weren’t just taglines — they were rallying cries that connected emotionally with both residents and visitors.
By positioning Noor Riyadh as a shared experience — not just an event — Art X gave the public something to feel proud of and a brand they could belong to.
Multi-Sensory Storytelling
Noor Riyadh wasn’t just seen — it was felt. Art X crafted immersive brand content through video storytelling, interactive installations, augmented reality experiences, and behind-the-scenes artist documentaries. It wasn’t marketing — it was artful storytelling powered by cutting-edge media.
Cultural and Global Relevance
What makes Noor Riyadh’s branding particularly successful is how it bridges local culture with global relevance. Art X ensured that the campaign reflected the artistic soul of Saudi Arabia. While also aligning with international design standards and storytelling formats.
From bilingual content to inclusive visual representation, the brand was both rooted and outward-facing. It invited the world to witness the transformation of Riyadh — and it worked.
Impact and Recognition
-
The festival drew millions of visitors, both in-person and online.
-
Social media engagement soared, with hashtags like #NoorRiyadh trending regionally.
-
International media outlets covered the event, placing Riyadh firmly on the global cultural map.
-
Local pride surged, with residents participating in installations, tours, and social sharing.
But beyond the metrics, Noor Riyadh became a cultural symbol — a glowing example of how powerful branding can elevate a city’s identity and narrative.
Art X’s Branding Legacy
With Noor Riyadh, Art X Advertising Company reinforced its reputation as a visionary branding agency that understands both the soul of the region and the pulse of global creativity. They didn’t just launch a festival. They lit up a city and turned Riyadh into a canvas where identity, light, and innovation danced together in harmony.
