STF is proud to be the agency that designed the chosen logo by His Royal Highness Prince Mohammad bin Salman. Working with Roshn started with a belief and ended with a success, and in between, a cultural journey to create a proud Saudi brand for people.
Inspired by the authentic cultural patterns, Roshn logo was driven by the creative minds of STF team, the journey started with understanding the brand approach, targeted audience and insights, to proceed building the brand house and develop a brand identity that embodies the concept. For the logo, our creative team studied the cultural patterns and reflected it through the colors and elements that narrate Saudi authentic stories; combined with an extended line to reflect its continued prosperity and aspirations. Also, we articulated the brand slogan (الحي يحييك)to state the project's value, "a welcoming neighborhood that keeps you lively," derived from a cultural saying that can be used in both ways, being welcomed and lively.