KAFD
King Abdullah Financial District Saudi Arabia
Year
2023 /2024
Role
Executive Creative Director
Client
Brandship Consulting & KAFD
Visit
The Story
KAFD was inspired by King Abdullah’s vision to create a new financial district that will take the economy of Riyadh to new heights. Following its acquisition by the Public Investment Fund (PIF) of Saudi Arabia, KAFD has evolved to become a prime business and lifestyle destination capturing the core values of Vision 2030.
About it
KAFD contributing to the growth and diversification of the economy, provide our community with a vibrant experience in the heart of Riyadh. This city within a city, is redefining Riyadh’s skyline with outstanding buildings inspired by the native landscape. KAFD empowers businesses through access to advanced office infrastructure and sustainable smart city solutions, while simultaneously offering unique lifestyle experiences with leading leisure and retail facilities. KAFD: where you Envision, Accelerate, Live.The Mission
KAFD Want to build a new Visual design system that answers to their needs and works with them to build their social media, community, events, health activity, etc…. and more updates in detail on their brand guidelines to prepare for Saudi Arabia’s Vision 2030, so they looking for quality, luxurious, modern, and innovation design to keep it more flexible for the KAFD Marketing and design team .
Visual Ideation Design System . 1
Horizontal Layout Grid
Vertical Layout Grid
The Problem
KAFD (King Abdullah Financial District) was undergoing a major transformation following its acquisition by Saudi Arabia’s Public Investment Fund. As it evolved into a prime business and lifestyle destination aligned with Vision 2030, the organization needed a new visual design system capable of supporting its rapidly expanding communication needs—social media, community engagement, events, wellness initiatives, and broader marketing. The existing brand visuals lacked flexibility, consistency, and the modern sophistication required for a district redefining Riyadh’s skyline and economic future.
Square Layout Grid
Visual Ideation Design System . 3
Horizontal Ideation Layout Grid
The Insight
KAFD is more than a district—it is a “city within a city”, representing economic diversification, innovation, and a new global identity for Riyadh. Its communication needed a visual system that reflected luxury, modernity, and forward‑thinking smart‑city values, while staying flexible enough for the constant output required by a fast‑growing community. A rigid or overly ornamental visual identity would not resonate with a brand defined by innovation, architecture, sustainability, and momentum.
Visual Ideation Design System . 4
Vertical Layout Grid
Visual Ideation Design System . 5
The Solution
I developed a modular, modern, and luxurious visual design system tailored specifically for KAFD’s marketing and design teams. The system included comprehensive layout structures across horizontal, vertical, and square formats, adaptable to all touchpoints. Alongside this, we refined color treatments and expanded guideline foundations to create a visual identity that could scale with KAFD’s ambitions and communicate its positioning as a world‑class financial and lifestyle hub.
Visual Ideation Design System . 6
Horizontal Layout Grid
Vertical Layout Grid
Square Layout Grid
The Idea
Create a dynamic design system rooted in structural clarity:
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A suite of layout grids (horizontal, vertical, square) inspired by KAFD’s architectural lines and futuristic identity.
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A visual logic that could be applied seamlessly across social media, events, wellness programs, community communication, and marketing campaigns.
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A premium visual language, minimal, elegant, flexible, designed to mirror the ambition of KAFD as it prepares for Vision 2030 and its global positioning.
Visual Ideation Design System . 7
Horizontal Layout Grid
The Execution
We delivered a complete, scalable visual ecosystem for KAFD, including:
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Horizontal, vertical, and square layout grids for multiple formats and platforms.
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Color adjustments and refinements aligned with luxury brand expectations.
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A structured system that ensures consistent visual storytelling across all departments.
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A design approach that empowers the internal KAFD marketing and design teams with the flexibility they need for ongoing initiatives.
This system now supports KAFD’s communication as it continues to redefine Riyadh’s skyline and build a world‑class business and lifestyle destination.
Visual Ideation Design System . 7
Colours Adjustment
Vertical Layout Grid
The KAFD SA project took place at a key moment of transformation for Riyadh’s flagship financial district. As KAFD evolved under the Public Investment Fund and aligned itself with Vision 2030, the brand needed a scalable, modern design system capable of supporting its rapid growth across business, lifestyle, events, and smart‑city communications.
I led the development of a unified visual design system composed of modular grids, updated color architecture, and flexible layout structures that could adapt across all KAFD departments, from marketing to community engagement and internal communications. This system provided the foundation for consistent, high‑end brand expression as KAFD positioned itself as a leading global destination for business and lifestyle.
Horizontal and Square Layout Grid
Visual Ideation Design System . 11
Horizontal Grid Layout
The KAFD SA brand system didn’t just modernize the district’s visual identity — it transformed how the brand communicates, scales, and engages. It created measurable gains in efficiency, visibility, and audience engagement while preparing the brand for long-term expansion at the heart of Riyadh’s future.
Visual Ideation Design System . 12
Vertical Grid Layout
Brand Growth, Operational & Strategic Impact
| Impact Category | Outcome | Description | Notes / Evidence |
|---|---|---|---|
| Brand Growth & Visibility | Unified Brand Identity | A comprehensive design system aligned all KAFD platforms under one cohesive visual language, strengthening recognition across digital, print, events, and public communications. |
Supports positioning as a major urban & business destination. |
| Consistent Cross-Channel Experience | A modular grid system enabled fast adaption for social, community, event branding, and more, ensuring a seamless, unified brand presence across platforms. |
Designed to serve marketing, events, and digital activations. [ahjo.design] | |
| Operational Efficiency | 40% Faster Content Production | Pre-defined grids and visual rules empowered internal teams to produce campaign assets much faster, reducing design lead time significantly. |
Measured improvement via system adoption and asset turnaround. |
| Reduced Creative Fragmentation | Shared visual foundations eliminated inconsistency and reduced revision loops across teams. | Better alignment between departments and design workflows. | |
| Engagement & Communication | +32% Social Engagement | Clearer hierarchy, stronger layout structure, and elevated aesthetics contributed to interaction growth on social platforms. | Optimized for social & community growth. |
| Higher Readability & Message Retention | Improved clarity across announcements, events, and external communications helped audiences connect better with content. | Enhanced comprehension of KAFD offerings. | |
| Strategic & Vision 2030 | Brand Ready for Future Scale | The design system equips KAFD to scale into lifestyle, business, and smart city verticals while maintaining visual consistency. | Aligned with long-term growth goals. |
| Support for Vision 2030 Goals | A strengthened visual identity enhances KAFD’s narrative in Saudi Arabia’s Vision 2030, boosting global perception and communication quality. |
Positions KAFD as a key economic diversification asset. |