Saudi Pro League
Brand Identity Refresh — 24/25 Season
Creative Director
— Branding & identity design
— Brand strategy
— Creative direction
— Typography
— Font design
— UX & UI
— Social media design
As the Creative Director at the Saudi Pro League (SPL), my role is to lead the development and execution of the SPL’s visual identity and creative strategy across all platforms.
Overseeing branding across marketing campaigns, and content creation, ensuring consistent, engaging, and innovative storytelling that resonates with fans, sponsors, and stakeholders to shape the SPL’s image and elevate its presence in the sports and entertainment landscape, driving fan engagement and brand loyalty.
The Roshn Saudi League brand is a representation of elite football in the Saudi Arabic. With improved typesetting across all logo orientations and the RSL ‘halo’, the 24/25 season logo gives it clarity and prominence. Master assets and inspirational applications were created, along with a suite of brand guidelines from core brand to social media, matchday inventory to in-game graphics.
The on-screen package consisted of a full suite of broadcast graphic, including wipes, transitions, infographics, backgrounds and location maps
In addition to the corporate font, a bespoke lifestyle font was also created for city carpets at each RSL fixture, representing the 5 regions of Saudi Arabia.
