A space for creative development in fashion

With support from the Ministry of Culture, the Fashion Commission works to create an environment that nurtures talent and develops capabilities as part of its efforts to advance Saudi Arabia’s fashion sector. THE LAB serves designers and creative talent within this context, supporting the development of their skills. Meshbak’s role encompassed the space’s brand identity and marketing strategy, connecting its services with a cohesive character expressed through its name, visual identity, and communication.
Work strategy:
The work began with comprehensive research into the space’s services and the field in which it operates. This understanding provided the foundation for the brand strategy and informed several rounds of naming proposals, leading to a name suited to the space’s activities and direction.
Visual identity directions were then developed in alignment with the Fashion Commission team’s vision, connecting the design elements with the brand’s strategic foundation. Alongside this, an integrated marketing strategy addressed competitor analysis, positioning, and internal and external communication, bringing the way the space presents itself into alignment with its visual expression. The project was completed through brand applications and comprehensive guidelines documenting the identity elements and their usage, supporting a cohesive presence across materials and touchpoints.
Framework:
• Brand Strategy: Established the brand’s strategic foundation through research and an understanding of the space’s services.
• Brand Naming: Developed multiple naming proposals suited to the space’s activities and direction.
• Visual Identity: Created visual directions aligned with the Fashion Commission team’s vision.
• Marketing Strategy: Addressed competitor analysis, positioning, and internal and external communication.
• Brand Applications: Developed applications to support the identity across its uses.
• Brand Guidelines: Documented the visual identity elements and their usage rules in a comprehensive guide.