Digital City New Identity Launch

The Story

Digital City New Identity Launch Riyadh, 2020 A brand identity only works when people feel connected to it. For Digital City, the challenge wasn’t just to reveal a new logo. It was to create a sense of belonging.

Let’s Poze turned the audience into the identity itself. In Central Park, we built Saudi Arabia’s first live mosaic wall experience.

Employees, visitors, and corporate teams captured photos via a booth or uploaded selfies using the hashtag #IamDigitalCity. Each photo was instantly printed as a numbered sticker, and participants placed it themselves on the wall.

At first, no one knew the final outcome. The mystery created curiosity, discourse and spontaneous engagement. Colleagues invited colleagues, and employees intentionally returned at the end of their workday to witness the final result together. Over 1,000 photos transformed into the new Digital City logo by the end of the day.

The crowd actually felt like they built the new identity themselves. Our mosaic wall hardware drove the interaction. But the real hook was ownership. Every single person who dropped a photo into the grid walked away owning a small piece of the final logo.

We gave the attendees a physical stake in a corporate rebrand.

At Let’s Poze, we don’t just create activations. We craft experiences where people step inside the brand, engage with it, and carry the connection long after the event ends.

Project Concept

What We Delivered

• Participants captured photos or uploaded selfies using #IamDigitalCity
• Images were instantly printed as numbered stickers and manually placed on the wall, making them active contributors to the brand identity
• Curiosity and participation grew throughout the day as the mosaic gradually revealed the final logo
• Saudi Arabia’s first-ever live mosaic wall activation, creating a visually striking centerpiece for the district
• Over 1,000 participant photos collected in a single day, generating strong social media engagement
• The experience fostered community connection, with employees returning after work to witness the completed identity reveal together
• By turning the audience into the brand, the activation strengthened ownership, belonging, and long-lasting engagement

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