Souq Aldar

Overview

Souq Al Dar is a cultural and community-driven marketplace initiated by the Social Development Bank to empower local entrepreneurs, artisans, and productive families across Saudi Arabia. The experience brings together traditional crafts, local products, and food concepts within an immersive environment that reflects Saudi heritage through a contemporary lens. Beyond retail, the platform enables participants to showcase their work, engage with the community, and build sustainable income opportunities while reinforcing the value of local production.
This project focused on evolving Souq Al Dar’s visual identity to better align with its cultural depth and growing presence. The objective was to create a cohesive and modern visual system that enhances clarity, strengthens recognition, and elevates the overall brand experience across all touchpoints.

Role

Led the development and refinement of the visual identity by introducing a new icon system that captures the diversity of activities and offerings within the market. Redesigned the color palette to create a more distinctive and flexible brand presence, while ensuring alignment with the cultural context. The work also included defining a clearer visual language, improving consistency across applications, and building a unified system that supports scalability and long-term use.