Nicola Cope, Brand Executive Director, Diriyah CompanyIn today’s rapidly evolving world, a brand often faces the challenge of staying relevant while trying to retain the authenticity of its origins. This is particularly true at Diriyah Company, a Public Investment Fund (PIF) giga-project part of Saudi Arabia’s tourism and cultural development.
To address this challenge successfully, we are blending the rich cultural heritage of the region with a bold, forward-thinking vision. Preserving the past and breathing new life into it, using innovative methods to share this legacy with the world, we are redefining destination branding.
Bold fusion of heritage and innovation
Diriyah, the historic heart of Riyadh, holds profound cultural significance as the birthplace of the Kingdom and a UNESCO World Heritage site, carrying a legacy of immense historical value.
However, at Diriyah Company, we are committed to more than just preserving this iconic site. Diriyah’s identity is not only shaped by the conservation of its past but also by the innovative ways we bring its heritage to life.
Through architectural design, storytelling, technology and global engagement, we are creating a dynamic future city that bridges the past and present. One such example of innovation was an activation in 2024 to support our National Day celebrations.
With more than 60 per cent of Saudi Arabia’s population under the age of 35, we sought new, relatable ways to raise awareness of our rich history.
This led to the creation of our first map within Fortnite, enabling us to directly target this audience through the gaming world. This fusion of cultural heritage with modern technology lies at the heart of Diriyah’s evolving brand identity.
Storytelling as a key element of brand identity
Like many other destinations, one of the most powerful tools Diriyah uses to shape its identity is storytelling. However, what sets the Diriyah development brand apart is the utilisation of a unique proposition that enables the values of the destination to be authentically brought to life and serve as a platform of expression through multi-channel execution.
Diriyah, The City of Earth, represents the significance of this location, both metaphorically and physically, and serves as the foundational communication platform for the narratives that highlight its cultural and historical importance.
The visual expression of this identity further enhances the brand’s storytelling with an authentic expression of the land and environmental elements that are true to this place. We consistently aim to build a deep emotional connection with our audiences.
Visitors are not just walking through the streets of the historic citadel; they are experiencing the stories that have shaped Saudi Arabia’s identity.
The use of storytelling in our branding goes beyond physical moments; it extends into digital platforms, cultural programmes and even global activations and partnerships, not only attracting but also renewing audiences. It’s essential to keep abreast of communication trends globally and adapt strategies accordingly. By sharing stories globally, Diriyah can position itself as a destination brand that is both deeply rooted in the past and forward thinking in its approach to sharing its heritage with the world.
Balancing authenticity with aspiration
In many ways, Diriyah Company is at the forefront of a new wave of Saudi branding – one that balances authenticity with aspiration. While the region’s heritage and cultural landmarks are preserved, Diriyah, the City of Earth is simultaneously positioning itself as a symbol of future growth and prosperity for Saudi Arabia.
The brand’s messaging and visual identity evoke a sense of pride in Saudi Arabia’s past while also suggesting the excitement of what lies ahead.
This balance between authenticity and aspiration is crucial in helping shape Saudi Arabia’s cultural and economic narrative around the world. Diriyah is not just promoting itself as a historical site but as a destination for global investment, tourism and cultural exchange. By highlighting the region’s unique position as the birthplace of Saudi Arabia and a symbol of its future, we are offering a compelling narrative that appeals to and resonates with local and international audiences alike.
Throughout my career, one thing that always stands true is that authenticity is key to successful brand building. Diriyah Company certainly sets an example in how to preserve heritage while embracing innovation. By fusing Saudi Arabia’s rich heritage with a bold, future-forward vision, we are redefining destination branding on the global stage.
This commitment to authentic storytelling and global engagement ensures that the region’s historical legacy is not just preserved but brought to life in exciting new ways. As Diriyah, the City of Earth, continues to evolve, it will undoubtedly play a major role in shaping both Saudi Arabia’s cultural identity and its economic future. In doing so, it proves that a modern brand can indeed be built on historical foundations.
By Nicola Cope, Brand Executive Director, Diriyah Company
