DAC is a cultural initiative and events platform dedicated to celebrating the archaeological richness of Saudi Arabia’s deserts. Focused on civilizations dating back to the 4th millennium BC, DAC brings forgotten stories, artifacts, and environments back to life through curated experiences and cultural exhibitions.

Typography

The Challenge

DAC needed a brand identity that could bridge time , communicating the emotional depth of ancient civilizations while appealing to modern-day audiences. The challenge was to craft a visual language that respected historical accuracy yet felt contemporary and expressive enough for event branding and educational outreach.

The Strategy

Our strategy centered on visual storytelling , channeling the symbolism, textures, and typography of ancient desert cultures. We explored pre-climate-shift narratives and expressive civilization marks to create a timeless identity. The aim was to make archaeology accessible and awe-inspiring, not just academic.

The Execution

– Logo & Typography: Inspired by ancient inscriptions and desert carvings, we developed a custom type treatment with rugged elegance , echoing weathered stone and shifting sand.
– Color Palette: Earthy neutrals, muted terracottas, and oxidized copper tones evoke the desert's raw, natural beauty.
– Graphic System: A series of patterns and visual motifs drawn from archaeological findings were adapted into modular branding elements.
– Applications: The identity was extended across event signage, exhibition guides, artifact labels, social media content, and educational materials.

The Results

DAC’s rebrand resulted in increased attendance and media coverage at key events. The visual identity received praise from historians and creatives alike for balancing respect and creativity. It positioned DAC as a cultural authority and revitalized public interest in Saudi Arabia’s pre-modern history.