Tanween

Collaborate to create.

Ithra, King Abdulaziz Center for World Culture

Contributions

Brand Strategy, Brand Identity, Art Direction, Motion Design

Industry

Arts & Culture

Tanween, Ithra’s Season of Creativity, is the largest creativity platform in the Kingdom of Saudi Arabia.

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Since 2018 Tanween has motivated, inspired and prepared a new generation of innovators to become the leaders of a new creative tomorrow, welcoming over 200,000 visitors and representing just one of the pillars which makes Ithra a beacon of culture and the arts in Saudi Arabia.

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A transformative experience, the platform offers the latest industry insights and opportunities for emerging and established talent to connect through talks, masterclasses, exhibits, workshops, challenges, performances and meet-ups.

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In 2022, Tanween wanted explore the creative process through the theme of Collaboration. They wanted to invite people to stop, to collaborate, and to listen so we can all, together redefine what creativity means in our changing world.

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BOND developed a strong narrative that expressed the idea of the ever-changing and dynamic nature of creative collaboration. We invited all the creative community to join us and collaborate with everything around us from nature, technology and all living beings.

We developed a dynamic design system that embodies the ideas of collaboration, connection, and diversity through the use of speech bubbles to house content and ideas.

It was important to stay true to the Tanween brand. Using the existing assets of the logo, colors, and patterns, we created a new creative theme that felt fresh and fun, while clearly communicated the idea of collaboration while still embodying the Tanween brand essence.