As part of a campaign that celebrates Saudi Arabia's diverse culture, Impact BBDO has created the ‘I AM SAUDI’ typeface for The Saudi Investment Bank.
The typeface is inspired by the architecture, art, and traditions of different regions across the Kingdom, and each letter represents the unique heritage of these regions, symbolizing the country's unity through diversity.
The ‘I AM SAUDI’ font combines traditional Kufic style with modern design, providing a striking and accessible tribute to Saudi identity.
The font is more than just a design initiative; it is available for free download, empowering designers, artists, and the public to incorporate this piece of Saudi culture into their own work. The project aims to create a lasting impression, reinforcing the bond between the different regions/cultures of Saudi Arabia that form a unity.
Simultaneously, Impact BBDO spearheaded the creation of a comprehensive image library in partnership with The Saudi Investment Bank and Arabsstock, under the same overarching campaign as the "I AM SAUDI" font.
Both the font and the image library fall under a unified initiative, reflecting Saudi Arabia’s diverse cultural and regional heritage. While the "I AM SAUDI" typeface captures this diversity through its letter designs, the image library brings it to life by showcasing Saudis from different regions, visually representing the people and architecture that inspired the font's creation.
Launched together on Saudi National Day, the font and the image library are central elements of the same campaign
The agency stated, "The 'I AM SAUDI' font was crafted to not only reflect Saudi heritage but also offer something meaningful that every Saudi can connect with. It is a visual representation of the Kingdom’s identity, one that merges modernity with tradition. The typeface and the accompanying Library of Images are a tribute to Saudi Arabia's people and culture. They’re bold, rooted in history, and designed to be shared. We wanted this to be a gift to the Kingdom, something that feels authentically Saudi and is accessible to everyone.”
The campaign assets have been well-received across both platforms, creating engagement and providing the public with innovative ways to express their cultural pride.
