COOL INC
2022-2024
Creative Direction
Social Media Art Direction
Digital Launch Strategy
Brand Adaptation
Visual Systems Development
OVERVIEW
Cool Inc is redefining the leisure and hospitality landscape in Saudi Arabia. The brand brings together world-class dining, entertainment, and lifestyle concepts while staying rooted in local culture and the Kingdom’s Vision 2030 ambition.
The project involved launching Cool Inc as a corporate brand while simultaneously introducing multiple internationally renowned restaurant brands across Via Riyadh and Jeddah Yacht Club.
OBJECTIVE
Establish Cool Inc as a visionary Saudi brand shaping the future of lifestyle and hospitality. Launch a cohesive digital presence that introduces global concepts through a distinctly regional lens, without compromising the identity of each individual brand.
THE CHALLENGE
The restaurants were already globally established, but there were no existing digital assets tailored for the Saudi market. Each concept required regional adaptation while preserving its original brand equity.
At the same time, physical environments were being reworked. Interiors, exteriors, menus, and guest experiences were adapted for Saudi Arabia. The digital identity needed to align with these changes without stripping away the foundations of each brand.
The challenge was to balance three elements at once:
• global recognition
• regional relevance
• Cool Inc’s overarching brand vision
CREATIVE APPROACH
I developed a scalable creative system that allowed each restaurant to retain its personality while feeling locally grounded. The approach focused on subtle regional cues rather than overt localization.
For Cool Inc’s corporate channels, I built a clean and aspirational visual identity that positioned the brand as a curator of experiences rather than a traditional holding company. Content highlighted lifestyle, atmosphere, and anticipation, not just openings.
The launch relied on:
• restrained branding
• editorial content grids
• controlled use of mystery and reveal
• visual storytelling that introduced “Destination Dining” as a concept
• consistency across Riyadh and Jeddah Yacht Club
Each restaurant launch followed a shared framework while allowing flexibility in tone, pacing, and visual expression.
IMPACT
The launch established Dhami London as a refined and visually consistent brand on social media. The creative direction and templates provided a clear system for future content and gave the brand an elevated, editorial presence from the beginning.