As Creative Director at Twelve Degrees, I led the branding for KAEC Concerts, a series of high-profile events hosted in King Abdullah Economic City, Saudi Arabia. The objective was to craft a vibrant and engaging visual identity that resonated with the energy and excitement of live performances while capturing the spirit of KAEC as a hub for culture and entertainment.

My role extended beyond branding into the curation, coordination, and orchestration of visual elements across multiple touchpoints, ensuring that every artwork, installation, and graphic expression worked cohesively to elevate the live experience.

The creative approach was centered on translating sound into form, crafting visuals that amplified the energy of each performance while remaining rooted in KAEC’s identity as a cultural and entertainment destination. Through close collaboration with artists, production teams, and stakeholders, the visual language was adapted across stages, screens, digital assets, and on-ground environments to create a seamless, immersive audience journey.