In summer 2023, Ricardo Bofill Taller de Arquitectura (RBTA) invited me to contribute to a series of major international competitions for landmark sports infrastructure in the Kingdom of Saudi Arabia.

The mission: giving architecture a narrative

I joined the competition team to structure, clarify and strengthen the project story. My role was to translate complex architectural concepts into a coherent and distinctive brand narrative capable of increasing the pitch’s impact in a highly competitive international context.

Naming strategy and visual identity

The work included the development of a naming strategy and the creation of a dedicated competition identity. The aim was to create an inseparable connection between the architectural vision, the conceptual story and the graphic language presented to juries and decision-makers.

The Rock Stadium: an iconic identity

Working closely with the RBTA teams, we developed the visual identity for The Rock Stadium. The result was a strong and singular graphic expression serving an architectural intention rooted in its cultural context. Conceived as a strategic component of the submission, the identity supported the architecture through symbolic clarity and visual impact while maintaining complete consistency across the presentation materials.