Amsy Group has evolved from a construction company into a multidisciplinary group shaping Saudi Arabia’s built environment. Within this evolution, Amsy Lab becomes the key driver of transformation: a creative hub in the Jax District, Jeddah, that introduces a new, younger and more experimental layer to the brand. It brings innovation into the brand ecosystem, connecting design, technology and culture through events, workshops and collaborative initiatives. Amsy Lab is the expression of the group’s shift towards new generations and future-oriented thinking.
At Mayúscula, under the creative direction of Samer Yamani from Creative Dialogue, we shaped a brand that repositions Amsy to a forward-looking multidisciplinary group. The identity connects contemporary aesthetics with heritage, translating this transition into a clear and relevant visual language. It is fully bilingual, designed to work consistently in both English and Arabic.
The logo is a custom-drawn “A” that integrates the Arabic alif into a single A monogram, symbolising the convergence of scripts. Its triangular geometry references the form most present in Saudi art and architecture, making it recognizable, meaningful and iconic, and rooting the brand in context.
The visual system is geometric, modular and flexible, designed to support a wide range of applications, from cultural programming to digital communication, while reinforcing a cohesive identity.
The result is a brand that shifts Amsy towards innovation, aligning it with a new cultural and technological context, and positioning Amsy Lab as the platform that activates this transformation, and paving the way to a wider brand architecture with new editions such as Amsy Factory.