The Saudi Sports for All Federation (SFA), a proactive community sport and wellness organization founded to promote a healthy lifestyle in the Kingdom of Saudi Arabia, aims to provide access to opportunities for all members of society to practice physical activity. Partnering with government organizations, sports delivery bodies, sports federations, and the wider public and private sector to achieve its goals, the SFA focuses on increasing physical activity and health and wellness metrics across the country. The increase of physical activity is achieved by advancing four strategic priorities: education; community and volunteering; fitness and wellbeing; and campaigns and promotion. It does this by designing and deploying recreational sports programs tailored for women, men, youth, the elderly and persons with disabilities across Saudi Arabia.
The Jeddah Half Marathon is the largest and official marathon of Jeddah, organized by the Saudi Federation of Sport for All. Our challenge was to craft a dynamic and cohesive visual identity that captures both the energy of the marathon and the vibrant spirit of Jeddah.
Our inspiration came straight from the heart of the city—the waves. Just as the Red Sea’s waves define Jeddah’s coastline, the rhythmic motion of runners creates its own wave of momentum. This dual symbolism shaped our logo and branding system, where two flowing waves represent both the city’s maritime essence and the collective movement of runners pushing toward the finish line. The result is a brand identity that is bold, energetic, and deeply connected to Jeddah’s unique character.
SFA Domes
Credit:
Client: Ministry of sport / Saudi for all federation
The Bold Group
Art director: Hytham Hassan
Senior copywriter: Fahd Hamoud
Senior Graphic designer: Khalid al Hussien
Senior Graphic designer: Amro Al Assi
Finalizer: Ali Zariyab
Account manager: Rakan Al Mutbi
Account Director: Christine Helal