Phenoms, Saudi Arabia

Project info / Insight:
Through Savvy Games Group the gaming/esports arm set up by the kingdom’s sovereign wealth fund Public Investment Fund (PIF) Saudi Arabia committed about US $38 billion to building a gaming and esports hub. The kingdom’s push is designed to diversify its economy, attract global players, and position itself as a dominant esports hub heading toward 2030.

Challenge / Idea:
Define the look and feel of Saudi Arabia’s next-gen Esports hub. Brash brought me in to develop two creative routes, each distinctive in its own right, yet still connected enough to feel part of the same world. Both directions drew inspiration from moodboards and earlier concepts Brash had presented. At the time, the client was hesitant to commit to one route and wanted to explore further options, so the challenge was to reimagine and refine the work in a way that offered a different look and feel compared to the other routes.

Design / Results:
Route 1 - Concept was loosely based on the idea of anime colliding with the underground club scene. Here, the “O” in Phenoms was replaced with a rebellious, slightly out-of-place symbol, embodying the spirit of not quite fitting in. Anime-inspired motion graphics became a supporting visual language, transforming the overall look and feel when paired with bold art direction.

Route 2 - Concept leaned into a slightly more refined approach. Graphic elements were built around the star motif, which ultimately formed the circular counter of the “P” paired with bold art direction that carried a sense of attitude (larger-than-life kind of vibes). This allowed the brand to create hype and ultimately reflect the brand’s name and what it stood for.