Branding Sheikh Jaber Al Ahmed Cultural Center
Working along SSH, RDS was commissioned to develop a macro strategy to determine the general direction and communication strategy of all the national cultural centers. Following this, we developed a micro strategy for each of the three centers, to complement their different identities and functions. The challenge was to create a visual language that has a unified underlying style, whilst still allowing each center to stand very distinctively from each other. This included Sheikh Jaber Al Ahmad Cultural Center (theatre), Sheikh Abdullah Al Salem Cultural Center (museums) and Al Salam Palace.
The RDS team worked closely with SSH management and architects to understand the vision and function of the centers. RDS did extensive research on regional and international cultural centers, dissecting the visual language and communication of each brand within the landscape.
Working through brand personas, the user journey and the centers' personalities, a different characteristic was developed for each center to give it individuality. The award-winning architecture was part of the brand itself, therefore the architectural designs were used as inspiration to develop the looks, movements and shapes for the typography of the brands.
The essence of all centers was to engage audiences in an enlightening cultural journey, whether through music, arts, experiential learning, or social encounters and interactions in the cultural spaces.
The visual designs were inspired by the shapes, lines and curves of the buildings themselves, as well as representing the characteristic of the “expressive” Sh. Jaber Al Ahmed Culture Center, the “inquisitive” and “curious” Sh. Abdullah Al Salem Culture center for museums, and the “wise” Al Salam palace that takes us through Kuwait's history and the lessons it has to share.