75 Years, Saudi–US
Brand Campaign & Diplomacy
75 Years, Saudi–US
Some brand campaigns are about products. Others are about companies. This one was about the relationship between two countries.
Chapter I
THE mandate
In 2020, the Royal Embassy of Saudi Arabia in Washington faced a singular opportunity: the 75th anniversary of Saudi-American relations, marking three quarters of a century since the founding meeting between King Abdulaziz and President Roosevelt aboard the USS Quincy in 1945.
Chapter II
THE idea
An anniversary identity has to settle one question before any other: what is it really about? Not the number, but the relationship behind it, and how far back it runs.
In February 1945, King Abdulaziz, the founder of Saudi Arabia, sat with President Franklin Roosevelt aboard the USS Quincy. It was the first meeting between the two nations’ leaders, and the moment the modern partnership began.
I anchored the whole identity in that scene: the emblem renders the two men in conversation, seated as they were on that day, and the rest of the system radiates outward from it.
“The origin of the relationship became the signature of the work.”
Chapter III
THE approach
A 75-year anniversary brand cannot be loud. It must be dignified. It must speak the language of two cultures at once.
“Diplomatic design rewards restraint. The most powerful choice is often the choice not to add.”
Chapter IV
THE scope
Campaign components
A visual identity system
applied consistently across every touchpoint.
Exhibition design
anchored by moments of Congress and scenes of memory.
Video production
across print, video, events, and culture diplomacy.
Bilingual social campaigns
engaging Saudi and American audiences in parallel.
Chapter V
WHAT I learned
“When the work itself is significant enough, the design’s job is not to amplify; it is to clarify.”
The commemorative painting
I painted the founding meeting at 18 by 13 meters. It hangs at the embassy entrance as the first thing a visitor sees, and it remains there today.
Anniversary film
