Art is more than an expression—it’s a catalyst for cultural transformation. The Saudi Arabia Museum of Contemporary Art (SAMoCA) stands as a dynamic hub where ideas, identities, and inspirations converge.

Rooted in the ambitions of Vision 2030, SAMoCA is not just a museum but a movement—one that celebrates the power of creativity to shape communities, foster dialogue, and connect Saudi artists with the global stage.

How do you build an institution that nurtures a new generation of creative minds while honouring artistic heritage? Open worked closely with SAMoCA to develop a dynamic brand experience identity (XI) that encapsulates its mission: to enhance, connect, and nurture the creative development of contemporary artists. A new cultural movement in a rapidly transforming Saudi Arabia.

Through a meticulous strategic process, we crafted a bold yet timeless vision—one that reflects the energy of Saudi’s cultural transformation. From defining vision, mission, and purpose to shaping tone of voice and storytelling, Open built a creative platform that acts as an intelligent foundation for SAMoCA, inviting artists and audiences to experience the unique richness and thought provoking beauty of contemporary Saudi art.

SAMoCA. Where Art is created.

Since its inauguration in November 2023, the Saudi Arabia Museum of Contemporary Art (SAMoCA) has rapidly become a beacon for cultural exchange and artistic innovation. More than just a name or a space, SAMoCA is now a living, breathing platform—one that empowers local artists, fosters global connections, and redefines Saudi Arabia’s place in the international art world.

Located in Diriyah’s JAX District, SAMoCA has already played host to significant international exhibitions, including Imagine: Fantasies, Dreams, Utopias at the International Biennial of Contemporary Art of the South (Bienalsur) and In The Night, an exhibition that explores the mystery and beauty of the night and its intricate dimensions through unique creative artworks.

The brand framework developed by Open has not only shaped the museum’s public presence but has, in words of the Ministry of Culture Museums Commission, also set a new benchmark for the creative standards of cultural institutions across the region.

“We love working with Open, it is a pleasure to work with the team.
We use their work as a benchmark within the MOC. As our creative brand & communications partner on SAMoCA @JAX, they have demonstrated their resilience, commitment and outstanding creativity.”

Dr. Jana Jabbour
Director of Communications & Media
Museums Commission, Ministry of Culture