Governmental

King Salman Charter for Architecture and Urbanism Award

Services

Communication, Strategy, Visual Identity, Branding

Client

MOC Architecture and Design Commission

Year

2024

Overview

King Salman Charter for Architecture and Urbanism (KSCAU) is a foundation that sets the principles of design methodology and the future of architecture of the Kingdom of Saudi Arabia. It aims to highlight the rich Saudi culture and preserve the historical authenticity of Saudi Arabia’s architectural landscape while ensuring the outmost quality of living standards and innovation. Inspired by the noble vision of his majesty King Salman bin Abdulaziz, KSCAU Award was developed to identify, encourage and reward projects that align with the values and adopted methodologies of the Charter.

Challenge

Recognizing the need to increase recognition and awareness of the principles and inspiring values of the King Salman Charter for Architecture and Urbanism the Ministry of Culture established the KSCAU Award. The prestigious award, to be held every two years, aims to recognize and reward designers and architects who have integrated and adopted the principles of the charter in built, unbuilt and student design projects around the Kingdom. By celebrating excellence and fostering innovation, the KSCAU Award aims to inspire creative professionals and push boundaries in building a sustainable future that embodies the long-term goals of the Charter.

Solution

In partnership with Backyard Experiential, the event management company for KSCAU, Milk Network meticulously crafted a year-long communication strategy, ensuring every touchpoint aligned seamlessly with the award’s long-term objectives and values.

In parallel, to strategically position the award, Milk Network tackled the challenge of creating a distinctive visual identity that seamlessly integrated with the esteemed main brand, KSCAU. Through a thoughtful design process, a delicate harmony was achieved where key elements were inspired by the identity of the Charter and complemented its established image.

At the heart of Milk Network’s solution was an elegantly crafted trophy design, a tangible symbol of the award's prestige and significance. Drawing inspiration from the kingdom's heritage and architectural landscape, the trophy took the form of three interconnected cubes - a base, middle, and top cube. However, what set this masterpiece apart was its ingenious mechanics. The two uppermost cubes were designed to spin independently, creating a visually captivating and ever-changing display. This dynamic movement symbolized the evolution and progress championed by the KSCAU principles.

Conclusion

This holistic branding solution, combining a compelling visual identity and communication strategy, guarantees a consistent, impactful brand experience. As the KSCAU Award gains recognition, it will undoubtedly motivate designers and architects to push boundaries and shape the built environment in line with the KSCAU charter.