Engaging global talent to tackle Saudi Arabia’s national priorities required more than a call for ideas—it needed a brand that felt bold, credible, and future-focused. The initiative aimed to crowdsource innovation from local and international thinkers, positioning KAUST as a gateway for global impact.

We developed a visual identity rooted in structure and symbolism. The logo fused crowd and system—dots for people, lines for processes—all within a geometric form inspired by KAUST’s iconic Beacon. It conveyed clarity, momentum, and a sense of collective intelligence.