VOI is a Saudi innovations holding company. It picks projects by market demand, sustainability potential and regulation, and works with technology providers, construction suppliers and real estate service companies.

The brief was to present VOI as the exclusive community it offers, while keeping its image as a niche brand for a select audience. It had to read as a high-end holding company, one parent name that many ventures could sit under.

I kept the mark purely typographic, simple and elegant, so it could carry premium work without decoration. The letters use a double-weighted structure: thick and thin strokes side by side. That contrast is the brand's duality in one glance.

The curves come from the squircle, the shape between a square and a circle. It sits right between sharp and rounded, which is how I wanted VOI to feel: precise, but not cold.

Clear space and co-branding spacing are both measured from the O of the logotype, so the system scales from a business card to a billboard without new rules.

Purple has a long history with prestige and elite positioning. I used it as the accent, never the base. The two primaries carry 30% each; the four supporting shades stay at 10% each. That ratio keeps the brand calm and lets the purple land with impact.

Haas Grot Display for English and GE SS Two for Arabic. Both are clean and modern, with balanced proportions, so a bilingual layout keeps the same tone on both sides. I also set fallbacks (Arial and Cairo) so the brand holds up on any system.

Underneath everything is a 12-column grid with double-width side margins, plus a minimal icon set for the brand's digital touchpoints.

For a niche, select audience, the images had to feel aspirational without shouting. I set the direction for the team: minimal modern architecture, strong geometry, natural light and shadow, and human figures placed small inside big spaces to show scale and calm.

I built proposed mood boards for the client to shoot against and use on social media, across four styles: lifestyle, architectural, on-site and branded. I guided the designers on which images to pick and how the purple should appear in each.

I designed the applications myself. The stationery leans on touch: textured stock, an embossed logo, metallic details on the folder, and a purple edge line on the business cards so the colour shows from every angle. The book covers show how far the identity can stretch, from architectural 3D type to minimal geometry to metallic violet light.

For billboards and posters, the logotype becomes the architecture. Huge letters, a dark or dusk palette, one figure, and the line "Driven by innovation, inspired by tradition." The brand is recognisable from a distance before you read a single word.

A complete visual identity and a 57-page guideline that gives VOI one consistent voice across print, digital and outdoor. The system is strict where it needs to be and open enough for the team to keep creating new work under it.