Merwas is highly relevant as it exemplifies the strategic use of design elements to establish and communicate the brand's objectives and messages.

By starting with a meticulously crafted icon and custom typography, we created a visually compelling identity that effectively conveys the brand’s vision and mission.

The subsequent development of unique glyphs and subsidiary-specific symbols demonstrates an in-depth understanding of communicating the brand's objectives across various touchpoints.

The thoughtful integration of distinctive colors and icons for each subsidiary further reinforces the alignment with the brand's needs while maintaining a recognizable startup brand across diverse media platforms.

The name “Merwas” refers to a cultural musical instrument, The Merwas is a part of the Arabian peninsula heritage and entertainment legacy, it’s a high-pitched hand drum that accompanies joyous celebrations, often played as part of traditional costumes in various regions of Saudi Arabia. It represents a tangible legacy that has been passed down through generations, from ancestors to the present day.

That's why Merwas became the name of the world's largest studio, located in Riyadh's largest entertainment center, offering state-of-the-art recording, session, and production studios.

Plus, the entertainment scene in Saudi Arabia is very new and with many talents emerging, there are no spaces to foster these talents, therefore, Merwas offers local creatives and artists direct access to worldly-seasoned expertise, top-tier services, end-to-end solutions, and 22 state-of-the-art studios with other creative spaces in one location, which makes it the first of its kind in the MENA region.

Saudi Arabia is currently undergoing a transformative era in the entertainment industry, taking a leap of faith towards the surge of talents.

In alignment with this growth and prosperity, Merwas has launched as a movement and a destination to embrace and foster local Saudi talents and A-list artists from around the world.

As a significant step, Merwas has constructed the world's largest entertainment factory to embrace the surge of talents and the growing industry. Merwas has positioned itself front and center in the MENA entertainment industry and opened its doors in 2022 to be the first “entertainment factory” in the world. All this led us to building a comprehensive brand strategy, identity, and sub brand architecture enabling Merwas to grow successfully and seamlessly as a startup. This, in turn, fostered an appealing brand and an “entertainment factory” for talents to develop high-quality cultural and global content.

Our goal was to build a brand relevant to talents and creatives on multiple levels. The brand “Merwas", is designed to evoke a sense of belonging, inclusivity, and a desire to endlessly create through the empowerment it offers to diverse talents.

Merwas supports the Saudi creative community in all its varieties, and as we learned about the Saudi creative community, with all of their dreams, ambitions and aspirations, they have anticipated an artistic space, anticipating what will nurture their talents and bring their visions to life, and Merwas is the answer to that anticipation.

Motivated by these findings, we defined a compelling purpose for our brand and its subsidiaries:

"To empower the current and next generations of Saudi talents by fostering belonging, inclusivity, and ceaseless creativity as an “entertainment factory” for cultural and global content."

The Merwas is a high-pitched hand-drum commonly played across Saudi regions during joyous occasions. Merwas is the sound of the Kingdom, a strong call for talents to join in. Merwas, as an Arabic name, incorporates consonants and vowels recognized across global languages.

The logo had to resonate with creatives and raw talents; therefore, we worked on a hand-sketched Merwas with a vinyl record and stylus needle on top. The dynamic representation of a moving record with movement glares was incorporated to reflect infinite movement as Merwas progresses and creates. Accompanied by a humanist typeface, adding an additional layer to the empowerment of human talents.

We opted for a branded house approach, ensuring a consistent and strong image and TOV to maintain awareness and loyalty among our target audiences.

With a system of brand graphics including friezes, glyphs, patterns, and nested puzzle composition, we implemented a brand that inspires limitless creations.

Since the brand's launch in 2022, Merwas has achieved remarkable milestones, positioning itself as a leader in the music industry in KSA.

Merwas in its first year made a great impact by hosting 81+ music workshops and attracting the participation of more than 1000 applicants. Facilitating 800+ studio hours, providing artists with a musical exploration environment. Additionally, Merwas conducted more than 30 hours of rehearsals.

Strategic partnerships were also established, with 5 MOUs signed, including collaborations with industry giants like ROTANA.

Merwas studios has also welcomed 2000+ visitors, creating significant buzz and brand exposure through 200+ article mentions and earning a Guinness World Record as the largest music production studio.

In terms of media, Merwas achieved 4.5 million organic views across social media platforms. All this while maintaining a strong brand image across all platforms including Merwas subsidiaries and services expanding.