Al Huda Park – Brand Identity
Client
Hamat
Our Role
Branding
Location
Makkah, Saudi Arabia
A brand identity for a vibrant lifestyle and retail destination. Air Design partnered with Al Huda Park to encapsulate an identity that reflects the full range of entertainment, dining, and retail available at the newest shopping centre in Saudi Arabia.
The essence of Al Huda Park is centred around creating dynamic, fresh experiences that keep visitors coming back for more, making every trip unique and full of surprises. To reflect this, we developed a scalable design system built to communicate a space designed for limitless exploration and enjoyment.
About Hamat
Hamat Holding is one of Saudi Arabia’s premier commercial real estate developers and operators, renowned for shaping the Kingdom’s modern retail and lifestyle landscape. Established in 2012 and headquartered in Riyadh, the company specialises in developing, leasing, and managing world-class shopping malls and entertainment centres.
Hamat operates an extensive portfolio of over 25 premier commercial destinations across major Saudi cities, including Riyadh, Jeddah, and Dammam. By fusing international architectural standards with localised cultural elements, the firm serves as a strategic bridge for global retail brands entering the region. Fully integrated with the goals of Saudi Vision 2030, Hamat is actively driving the transformation of traditional retail spaces into vibrant, sustainable community venues.
Our Approach
Air Design worked closely with the Hamat team across brand strategy, positioning and identity, the process began with a strategic phase defining Al Huda Park’s positioning.
The foundation of the brand is a logo inspired by traditional diamond patterns found in Saudi arts and crafts. This pairs with a colour palette reflecting the mall’s architecture, local landscapes, and rich trade history, alongside graphic language drawn from the interior’s petal-designed flooring. Finally, authentic, spontaneous imagery captures real moments of discovery and the beauty of everyday experiences.
The result is a dynamic visual identity rooted in local heritage, yet designed for a contemporary audience.
"Our ambition was to create an identity that grows with the destination, not just its launch. "The identity draws on the same language as the architecture itself, open, natural, rooted in place, so that as new phases and concepts are added, they feel like a continuation of Al Huda Park's story rather than an addition to it."
Keith Evans, Creative Director, Air
The Hamat project is part of Air Design's growing portfolio of brand strategy and identity work for retail and development clients across international markets. Alongside our established expertise in wayfinding and placemaking, Air Design brings the same strategic rigour to brand identity commissions helping organisations articulate their ambition and build brands that support long-term growth. For more on our brand strategy and identity work, visit our visual identity and branding services.