Cultural Talents Tournament

The tournament was designed to discover promising student talents within the cultural tracks, nurture those skills and talents, and empower participants with the necessary resources and support to produce creative cultural outputs throughout the tournament stages. 

The sub-brand’s primary target audience included male and female students aged 6 to 18, as well as educational administrative staff, teachers, and parents throughout Saudi Arabia. To resonate with this diverse audience, the tournament’s identity needed to be fun, dynamic, and reflect the sub-brand’s core personality – the Jester, the Creative, and the Visionary. Milk Network played a pivotal role in crafting the the sub-brand’s launch to include naming the tournament, crafting a lively visual identity and developing the scripts and storyboards of culturally-relevant tactical videos that effectively communicated the tournament’s message.

Arabic language embodies power, art, and culture. Milk Network opted for a custom freestyle typeface that is both visually appealing and distinctive. The letters were extensively customized, exuding a sense of freedom that allows the sub-brand to stand out. Milk Network specifically experimented with many letters, specially the letter "ت" to give it a resemblance to a smiley face, highlighting the "Joyful" and "Fun" personality traits. This smiley face can also serve as an icon to complement the typeface and potentially stand on its own once the sub-brand equity is established. 

Arabic bold and prominent freestyle fonts have been successfully employed in movie posters, theater productions, cultural magazines, and music publications, serving as a memorable element that leaves a lasting impression and reflects the event's identity. Milk Network adopted this approach to help build a sub-brand that is memorable and ingrained in the target audience's memory.