Child's Culture
A playful, culturally rooted identity for a Ministry of Culture initiative made for Saudi children and their families
Client
Ministry of Culture - SA
Service Provided
Brand Identity, Icon Design, Landing Page Design
Year
2023
Child's Culture is an initiative launched by the Saudi Ministry of Culture to bring culture closer to children. The identity speaks to kids first, and to their parents as a secondary audience. I worked on the project while at MadTomato agency
The brief called for a complete identity with a custom icon set. The logo had to be a simple typographic wordmark, set in a typeface and weights chosen by the Ministry. To make it distinctive without moving away from that direction, I focused on one small detail. In the word "الطفل", I reshaped the square dot of the letter Fa into a diamond and gave it slightly uneven edges, as if drawn by a child's hand. It's a subtle change, but it gives the wordmark a personality of its own
The icons were designed from a list of themes provided by the client. I gave them a hand-drawn style that feels friendly and approachable for children, while drawing on elements of Saudi culture so each icon reflects the heritage the initiative celebrates. The landing page carries the identity's colors and playful tone into a digital experience that's easy for both parents and children to use. The identity was brought to life across printed materials and social media
