Lift is an exclusive social art club that combines elements from an art studio, a co-working space, and an events / exhibition space.
The concept is made for young creatives in Riyadh (KSA) looking to experiment with art or simply chill in a private space, in an age of cultural transformation in Saudi Arabia.
Blue Hat was commissioned to create Lift’s brand strategy and identity while also tackling its offerings and environment (interior space). We were also tasked with building Lift’s business model to identify how it will create value to its members. We developed the brand purpose and its values to center around creativity, exploration and belonging.
We worked closely with interior designers to ensure the developed brand was reflected in the physical space such as the gallery area, a communal area for exchanging ideas, an atelier where members experiment with art. We also created a branded vending machine which allows members to purchase art supplies.
The brand identity reflects the collaborative and experimental aspects of Lift marrying the concepts of community, art and social space. The circles and shapes connote a welcoming environment to boost creativity, and the stroke thickness is minimal to mirror actual sketching strokes. The color palette is vibrant, youthful, and shows high contrast, while the typography is modern. The overall visual language echoes dynamism and creativity. The brand identity was further reflected in the designed social media content, staff manifesto, and club house rules reflecting Lift’s eccentric and artsy community.
As a unique concept in Riyadh, Lift has proved to be successful among the art community. Having opened at the end of 2019 and despite the pandemic, members have joined and the space has hosted numerous exhibitions and workshops fostering a community of artists.