ROAM
A Brand Designed for Exploration

Project Scope

Strategy
Brand
Digital

Project Details

Roam is a luxury destination management company (DMC) set up specifically to unlock the Kingdom of Saudi Arabia’s emerging international travel industry and to redefine what travel in Saudi Arabia can feel like.

From brand strategy & naming to identity design & the digital experience, Pixie was tasked to define an effective brand strategy, create a compelling and aspirational visual identity, and develop a website to promote Roam’s ‘on the ground’ capabilities and Saudi Arabia’s breathtaking destinations to the international travel community.

A Brand of Discovery

Every element — from the logo’s confidence, the mark’s sense of exploration, to the website’s cinematic storytelling — was crafted to capture a sense of discovery, refinement, and effortless sophistication for travellers seeking something unexplored.

A World of Wonder

Saudi Arabia has a rich and relatively unexplored wealth of natural and cultural wonders — from the ancient tombs of AlUla and the coral reefs of the Red Sea to the sweeping dunes of the Empty Quarter and the vibrant energy of Riyadh. With Vision 2030, the Kingdom is opening its doors to both nationals and international visitors, inviting the world to experience its landscapes, heritage, and hospitality in new ways.

Roam was conceived as a brand that embodies this moment of transformation — one that connects global travellers to the authentic, extraordinary heart of Saudi Arabia through design, storytelling, and seamless experience.

Unveiling Saudi Arabia – Roam challenges outdated misconceptions of the Kingdom allowing explorers to discover what makes this country one of the last great frontiers.

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