DeepFest Brand Identity & Content Ecosystem: Built for Saudi Arabia's Flagship AI Event
DeepFest is a dedicated artificial intelligence platform launched as part of LEAP, the globally recognised technology conference held annually in Saudi Arabia. For its inaugural edition, we were commissioned to build the DeepFest brand from first principles, developing a visual identity and content ecosystem capable of matching the scale and global significance of LEAP, while establishing a distinct presence within the fast-growing AI landscape.
The creative challenge was to translate the complexity of artificial intelligence into a visual language that felt simultaneously futuristic and accessible, technical and human. We began with a distinctive logo that anchored a comprehensive brand system, extending across colour, typography, imagery, and motion principles. The result was a scalable identity designed not just for launch, but to evolve alongside the event over time.
With the identity established, we produced a suite of key visuals and exhibition graphics built for maximum impact at scale: legible across vast exhibition spaces, coherent at every size, and expressive of AI’s limitless potential. Every design decision was made with the physical environment in mind, ensuring the brand held its presence from a distance as powerfully as it did up close.
One of the most technically demanding workstreams was the creation of an extensive animated content library for DeepFest’s multiple stages. This encompassed speaker introduction videos, panel openers, and ambient filler content, all rendered to specialised HAP video formats for the event’s custom widescreen stage screens. Static backup versions of every asset were also produced to guarantee seamless playback under all conditions.
Given the fluid nature of a major inaugural event, the programme evolved continuously in the lead-up to launch. We built agile production workflows that supported multiple daily content updates, real-time stakeholder collaboration, and rapid re-rendering, ensuring creative output stayed aligned with the latest agenda without compromising quality or consistency.
DeepFest launched as one of the most attended AI events in the world, immediately positioning itself as a defining platform for artificial intelligence in Saudi Arabia and the wider region. Through strategic brand thinking, technical precision, and end-to-end creative ownership, spanning identity, motion, signage, print, and project management, we helped shape not just how DeepFest looked, but how it was experienced. The result is a brand system with the strength and flexibility to lead AI conversations in the region for years to come.