Aseer Football Club "A Region United Through Football"
One Region. One Identity. A Legacy of Culture.
Project Type
Brand Identity / Sports Branding / Art Direction / Apparel Design
My Role
Art Direction / Crest Exploration / Graphics / Kit Design
Client
Aseer Football Club — Proposed Identity
Location
Aseer, Saudi Arabia
Project Overview
Developed as part of the broader Discover Aseer vision, this identity exploration proposed a unified football club representing Aseer’s sporting and cultural heritage.
The brief was to bring together the identities associated with Abha and Damac football clubs under a new regional concept, while building a modern sporting identity unmistakably rooted in Aseer.
The Challenge
Aseer is one of Saudi Arabia’s most culturally distinctive regions, with a rich artistic history, colorful architecture, traditional crafts, and recognizable visual heritage.
The challenge was to create a football identity that could represent the region as a whole rather than simply bringing two club identities together. It needed to feel modern enough to compete within contemporary football culture while remaining authentic to Aseer’s heritage.
The Creative Idea
We looked to the region’s artistic language, particularly Al-Qatt Al-Asiri (القط العسيري), as the creative foundation.
Its geometry, vibrant colors, decorative rhythm, and culturally distinctive patterns inspired the design system.
Rather than simply placing heritage graphics onto sportswear, we translated the spirit of Aseeri art into a contemporary football identity, connecting cultural pride with modern sporting energy.
Bringing It to Life
The art direction was developed around a modern club crest that reflected the region’s heritage through color, geometry, and visual structure.
The identity extended into supporting patterns, visual communication, merchandise, and football apparel.
Three adidas-branded kit concepts were created for home, away, and alternate use, each exploring a distinct expression of the region’s visual personality.
The overall direction balanced the energy of modern football with the artistic heritage of Aseer.
The Work
Proposed Club Identity
Identity exploration rooted in Aseer’s cultural heritage.
Home Kit Concept
Away Kit Concept
Alternate Kit Concept
Kit Design Details
Concept designs only. The adidas branding does not imply official sponsorship or approval.
Brand Applications
Merchandise Concepts
My Contribution
I contributed to the creative and visual development of the proposed football identity, including the translation of cultural references into the club’s visual system.
My work included art direction, crest exploration, graphics, and kit design applications.
