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Client

Ministry of Culture

Year

2019, 2023

Service

Culture

Description

Jeddah Historic District Program by the Ministry of Culture, under the visionary administration of HRH Crown Prince Mohammed Bin Salman, embarked on an ambitious mission to revive Al-Balad, Jeddah's historic district, as part of Vision 2030. The program's objectives were clear: transform the space into a thriving urban hub renowned internationally as a heritage destination for culture and the arts.

Al-Balad District, a Regeneration Program that Honors the Past

Client

The Jeddah Historic District Program, initiated by the Ministry of Culture under the visionary leadership of HRH Crown Prince Mohammed Bin Salman, set out on an ambitious mission to revive Al-Balad, the historic heart of Jeddah. This initiative forms part of Saudi Arabia’s broader Vision 2030 and aims to transform Al-Balad into a vibrant urban hub that is internationally recognized as a heritage destination for culture and the arts. The intention was to let Al-Balad speak for itself through its architecture, walls, and alleyways, all of which hold centuries of stories and silent memory.

Challenge

Twothirds Design was entrusted with the task of creating a brand that preserved Al-Balad’s historic and cultural essence while positioning it as a globally attractive destination for tourists, residents, and investors. The challenge extended beyond aesthetics; it was about authentically expressing the soul of the place. The brand needed to stay true to the character of Al-Balad, with its deeply rooted heritage, while also reflecting the readiness of the district to participate on the global cultural stage. It was a delicate balance of honoring the past while signaling a vibrant and ambitious future

Solutions

n 2019, Twothirds Design developed a complete visual identity for Al-Balad that drew heavily from the district’s unique local heritage. The logo was designed with custom lettering that transformed the typography into an iconic mark. Inspired by the Old Hejazi script, the logotype featured exaggerated contrast, allowing it to function across various touchpoints, both digital and physical. These proportions were a deliberate tribute to Al-Balad’s dense architecture and the narrow alleyways that structure everyday life. Architecture played a central role in informing design decisions, reflecting its historical impact on the social, economic, and familial fabric of the community.

The brand narrative was deeply rooted in the people who inhabit Al-Balad. Rather than abstracting or commercializing the district, the identity paid attention to small but powerful cultural practices. This included reinforcing the importance of local guides who introduce visitors to shopkeepers by name, and recognizing that one of the longest-standing residents of the district is its population of friendly, well-cared-for cats. Twothirds created icons for cat-feeding stations as a nod to the unspoken social norms of the area. The wayfinding system, part of the broader brand suite, incorporated design elements like restroom signage inspired by traditional Hijazi dress and modular layouts reminiscent of the Roshan. It also included signage, manholes, and courtyard markers that were designed using traditional patterns and sustainable materials to integrate seamlessly into the environment while providing clear direction.

Twothirds ensured that every branding decision aligned with the goals of Vision 2030. The identity was built to reflect both local authenticity and international appeal, helping position Al-Balad as a symbol of Saudi Arabia’s cultural evolution. Through this balance, the brand became a source of local pride and cultural intrigue, drawing in regional visitors and global audiences alike and setting a precedent for heritage-led urban regeneration programs across the world.

Testimonials

Twothirds has been one of the best agency experiences we’ve had,they had a sentimental emotional response to the brief that gave the final submission soul, they always adhered to their deadlines, and were always incredibly professional.

— Jumana Ghouth

Process

Only through interviews, meet-ups, and surveys were we able to depict the true essence of Albalad on material selection, photography guidelines, and social media content pillars.

Our workshop expanded with the heads of departments and senior leadership to fully understand challenges and align on the vision.

The Twothirds Design team then conducted multiple tours around the district meeting vendors, locals and tourists to gather insight. A photography tour was also conducted in order to capture the nuances of the alleyways. Lastly focus groups with people who inherited stories from their grandparents about life in alBalad were conducted before any design work began

Research

SERVICE

Culture

CLIENT Ministry of Culture

YEAR 2019, 2023

The visual library is rooted in a human-centered vantage point, based on the imagined perspective of a passerby pausing to admire the grandeur of the city’s architectural legacy. This angle guides the use of outlined illustrations, extended lines, and the grid structure of our layouts, all echoing the viewpoint of someone observing buildings from the ground up, with a sense of scale, discovery, and reverence.

The same visual language extends into the iconography system, where the outlined approach informs wayfinding, safety, and informational signage, ensuring the aesthetic remains cohesive and rooted in the observer’s experience.

“The creaks you hear are the stories of lives that have seeped within the architecture over time; they (the buildings) too speak.” Abeer AbuSuliman, the first Saudi women tour guide in the kingdom, expressed the beauty of the buildings as one of the main characters of AlBalad.