An events company that had to look like one business

Al Sadd International Company, known as SIC, puts on events and exhibitions in Riyadh. The work spans display and audio systems, media production, live broadcast, crowd safety and the operations that keep a venue running once the doors open.

That is eight distinct service lines, and the hard part was never the pixels. It was making a company that does eight things read as one company — to a buyer, to a committee, and across every surface that company shows up on: a booth panel, a proposal cover, a website home page.

A mark built the way SIC builds

The identity starts with the mark: an interlocking S, I and C, cut from the same checkerboard geometry and set on a golden-ratio grid, so the clearspace around it is as measured as the rigging around a stage. Two tones carry it — a royal purple and a deeper mulberry — swapped, muted to grey, or dropped to black and white depending on what the mark sits on, so the same identity holds on a dark stage floor and a printed proposal alike.

Alexandria carries the type, in Arabic and Latin from the same family rather than a Latin face with an Arabic substitute bolted on for the local market — which matters more here than the logo does, because SIC's clients read Arabic first. What came with the mark is not a moodboard: clearspace measured against the logo's own proportions, a version for every ground it might sit on, and a page of exactly what not to do — stretched, recoloured, repeated like wallpaper — so a badge on a booth a year from now still reads as the same company as the one on the site.

Arabic first, and that is the whole design

The audience is Saudi. The site is Arabic-first and right-to-left from the first screen rather than mirrored at the end, which is a different exercise: the layout is designed in that direction, the type stack is chosen for it — Alexandria again, doing the same job it does on the mark — and the logical properties mean nothing has to be flipped by hand later.

An interface translated afterwards is one an Arabic speaker can read. One designed in Arabic is one they can use. In this market that distinction decides whether a site reads as local or as imported.

Procurement reads this page too

An events company in the Kingdom is bought by committees as often as by individuals, and a committee arrives with a checklist rather than a mood. So the site is organised to answer what a buyer needs to establish quickly: what they do, at what scale, and whether they can be trusted with a venue full of people. The brand answers a quieter version of the same question before the buyer ever opens the site — on a proposal cover, a booth panel, a LinkedIn banner.

What we did

The identity: the mark, the two-tone palette, the bilingual type system, and the usage guidelines that hold it together across exhibition booths, event builds, print and every social channel a Saudi events brand actually needs. The site: structure, Arabic-first design and build. Delivered in 2025.

> They translated our direction into a clear brand system: practical guidelines, a strong visual language, and polished deliverables. Communication was smooth, deadlines were respected, and revisions were handled quickly and professionally. > > Hadeer Ahmed, General Manager

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