Millie Designs

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New Murabba Digital/Social

New Murabba is a mixed-use real estate development under construction in northwestern Riyadh and easternmost Diriyah, Saudi Arabia. It was announced in February 2023 by Saudi crown prince Mohammed bin Salman as the world's largest modern downtown project..The architects' and founders of New Murabba's vision is to create the world's largest downtown experience, offering an immersive urban lifestyle that embodies the essence of modern Saudi Arabia. Their aim is to boldly push the boundaries of technology and development, create the world's largest downtown experience, and deliver a sustainable legacy for Riyadh and the Kingdom.

Client

New Murabba

Year

2025

Website

https://newmurabba.com/en/

Introduction

Our team was tasked to create and produce content for the iconic New Murabba project in the Middle East. As a content driven team, we were asked to produce and create stunning visuals and creative that apealed to new audiences, investors and the general public. My role was to create visually beautiful designs for the content pieces and Art-Direct each piece of content that went out. I also concepted and storyboarded social videos for the brand that sat across LinkedIn.

New Murabba branding
and creative direction

Our team was given the brand guidelines and the creative goals for the project, but there was little to no guidance on how the brand worked across digital and social. We were tasked to concept, design and execute creatives across LinkedIn and Meta platforms. As the lead designer and creative on this job, I ideated new and innovative approaches to social executions, created designs that were visually consistent with the brand and made creative choices that suited the target audiences. Using their stunning architectural visualisations, I created Instagram caorusels, stories and LinkedIn content.

New Murabba
Campaign

The new Murabba branding was minimal and bold. The colours reflected the aspects of the Middle East that are the most desirable and recognisable.

Earthy tones of gold and charcoal created a great contrast for their already existing brand imagery that sat within the brand world. I wanted to use these earthy tones in an effective way to create a distinct look and feel for the social/print campaign assets.

Creative
deliverable
and roll-outs

The B2B campaign was rolled out across multiple touch-points, mainly focusing on LinkedIn and their paid social platforms. As the lead designer,

I focused on storyboarding designs for video output, social carousels as well as creating an information brochure for stakeholders and suppliers.

The creative all incorporated the key colour palette, imagery that focused on the developmental project aspects and how this was going to be a community that unites people from all walks of life.

Campaign results

Video roll-outs

Creative deliverable
and roll-outs

The campaign was a success as we achieved what we set out to do. Our challenge was being able to communicate to a target audience that isin't familiar to us and from a different part of the world. The work is also aspirational and conceptual, so to have the creative speak for itself was really important.

After the campaign and creative were approved, I decided to storyboard a motion piece that was playful, yet symbolic of the New Murabba project. It combined all the brand elements such as the outlined shapes, the colour palattes and a bit more of an interesting take on the designs. It was rolled out across LinkedIn and Meta channels.

The B2B campaign was rolled out across multiple touch-points, mainly focusing on LinkedIn and their paid social platforms. As the lead designer, I focused on storyboarding designs for video output, social carousels as well as creating an information brochure for stakeholders and suppliers.

The creative all incorporated the key colour palette, imagery that focused on the developmental project aspects and how this was going to be a community that unites people from all walks of life.

Video roll-outs

New Murabba Branding

The new Murabba branding was minimal and bold. The colours reflected the aspects of the Middle East that are the most desirable and recognisable.

Creative deliverable
and roll-outs

The creative all incorporated the key colour palette, imagery that focused on the developmental project aspects and how this was going to be a community that unites people from all walks of life.