Asl Cafe
2026
Strategy
Visual Identity
Brand Identity
Maqsood
Maqsood
Maqsood
Maqsood
A Saudi hospitality brand redefining short urban stays through thoughtful design, residential comfort, and reliable service.
A Saudi hospitality brand redefining short urban stays through thoughtful design, residential comfort, and reliable service.
Hospitality / Serviced Stays
2026
Strategy
Visual Identity
PROJECT OVERVIEW
PROJECT OVERVIEW
Strategy
Strategy
Maqsood is a design-led serviced stay concept created for modern travellers in Riyadh and Jeddah. The brand brings together the freedom and comfort of a private residence with the consistency and reassurance of professional hospitality.
Maqsood is a design-led serviced stay concept created for modern travellers in Riyadh and Jeddah. The brand brings together the freedom and comfort of a private residence with the consistency and reassurance of professional hospitality.
THE CHALLENGE
THE CHALLENGE
The short-stay market sits between two extremes: hotels that often feel formal and impersonal, and rental apartments that can lack consistency and trust. Maqsood needed to occupy a clear space between both while remaining relevant across two distinct cities.
The short-stay market sits between two extremes: hotels that often feel formal and impersonal, and rental apartments that can lack consistency and trust. Maqsood needed to occupy a clear space between both while remaining relevant across two distinct cities.
PROJECT OBJECTIVES
PROJECT OBJECTIVES
Define a clear position between traditional hotels and independent short-term rentals.
Build a scalable hospitality brand that works across Riyadh and Jeddah while adapting to each city’s travel behaviour.
Create a distinctive experience built around comfort, reliability, thoughtful design, and ease.
Establish a flexible visual and verbal system that can grow across future locations without losing consistency.
Define a clear position between traditional hotels and independent short-term rentals.
Build a scalable hospitality brand that works across Riyadh and Jeddah while adapting to each city’s travel behaviour.
Create a distinctive experience built around comfort, reliability, thoughtful design, and ease.
Establish a flexible visual and verbal system that can grow across future locations without losing consistency.
RESEARCH & DISCOVERY
RESEARCH & DISCOVERY
Research explored traveller expectations, market gaps, and stay behaviours across Riyadh and Jeddah, revealing an opportunity between hotel reliability and residential freedom.
Research explored traveller expectations, market gaps, and stay behaviours across Riyadh and Jeddah, revealing an opportunity between hotel reliability and residential freedom.
STRATEGIC INSIGHT
STRATEGIC INSIGHT
Travellers want the freedom and comfort of a residence without sacrificing the consistency and trust of professional hospitality.
Travellers want the freedom and comfort of a residence without sacrificing the consistency and trust of professional hospitality.
BRAND POSITIONING
BRAND POSITIONING
Premium urban hospitality that combines residential comfort, thoughtful design, and hotel-grade reliability.
Premium urban hospitality that combines residential comfort, thoughtful design, and hotel-grade reliability.
TARGET AUDIENCE
TARGET AUDIENCE
Modern Saudi and GCC travellers seeking well-designed, comfortable, and reliable stays for business, leisure, and short urban visits.
Modern Saudi and GCC travellers seeking well-designed, comfortable, and reliable stays for business, leisure, and short urban visits.
BRAND IDEA
BRAND IDEA
Thoughtful Urban Stays
every stay is intentionally designed around comfort, ease, and modern city life.
Thoughtful Urban Stays
every stay is intentionally designed around comfort, ease, and modern city life.
CREATIVE DIRECTION
CREATIVE DIRECTION
A contemporary hospitality identity shaped by warmth, rhythm, and considered simplicity. Modular geometry brings structure and movement to the system, while soft gradients, tactile materials, and muted earthy tones create a more residential sense of comfort. The result feels distinctive, cultured, and quietly premium
A contemporary hospitality identity shaped by warmth, rhythm, and considered simplicity. Modular geometry brings structure and movement to the system, while soft gradients, tactile materials, and muted earthy tones create a more residential sense of comfort. The result feels distinctive, cultured, and quietly premium
LOGO CONCEPT
LOGO CONCEPT
The visual system expands the “د” module into a flexible graphic language of repetition, framing, pattern, and directional movement. Paired with warm earthy tones, soft gradients, tactile imagery, and spacious editorial layouts, it creates a consistent system that feels structured yet inviting, carrying Maqsood’s sense of considered comfort across every touchpoint.
The visual system expands the “د” module into a flexible graphic language of repetition, framing, pattern, and directional movement. Paired with warm earthy tones, soft gradients, tactile imagery, and spacious editorial layouts, it creates a consistent system that feels structured yet inviting, carrying Maqsood’s sense of considered comfort across every touchpoint.
COLOR & TYPOGRAPHY
COLOR & TYPOGRAPHY
VISUAL SYSTEM
VISUAL SYSTEM
A flexible system of modular geometry, warm gradients, and tactile materials, creating a visual language that feels contemporary, residential, and distinctly Maqsood.
A flexible system of modular geometry, warm gradients, and tactile materials, creating a visual language that feels contemporary, residential, and distinctly Maqsood.
BRAND IN THE REAL WORLD
BRAND IN THE REAL WORLD
PROJECT IMPACT
PROJECT IMPACT
Maqsood evolved into a clear, scalable hospitality brand with a distinct position between serviced residences and traditional hotels, supported by a flexible identity system designed to grow across Riyadh, Jeddah, and future locations.
Maqsood evolved into a clear, scalable hospitality brand with a distinct position between serviced residences and traditional hotels, supported by a flexible identity system designed to grow across Riyadh, Jeddah, and future locations.