Saudi Arabia is undergoing rapid changes in almost every sphere of life. It seems Vision 2030 has breathed new life into the country and all economic sectors appear to be buzzing with activity. The Kingdom has a huge potential of becoming a major global tourist attraction. Since the announcement of Vision 2030, authorities are working day in and day out to develop and promote the tourism sector by taking different measures. The Saudi Commission for Tourism and National Heritage is also leaving no stone unturned to revitalize the sector. Fortunately, the private sector is also utilizing these opportunities. Individuals are also making efforts to showcase their skills and take the Kingdom’s tourism sector to unprecedented heights. Jeddah Keddah is a brand identity development initiative and an online store aimed at showcasing Jeddah’s originality, culture and heritage with the intention of supporting and encouraging tourism. The store offers tote bags and postcards, and is planning to expand its merchandise options and to develop a visual brand identity for Jeddah. Jeddah Keddah is a promotional campaign supported by its own online store, with the aim of promoting the identity of the city and the initiative. It was established at the beginning of 2018 by a 22-year-old Saudi-Egyptian graphic designer Basmah Kamal as part of her graduation project. “As a young female designer, I have always been intrigued by how graphic design uses visual tools to communicate ideas, encourage action, and at times change behaviors. I also realize the need for design in influencing people’s decision-making, which is subconsciously influenced by what we see and how we experience things. This is essentially what design is — a tool.” Kamal said. “I want to use product design to spread the word about Jeddah and its hidden gems by designing products that are souvenirs that you get when you visit the city.” The brand also aims to promote things that Jeddah, as a city, has to offer and encourage the local community to interact and be a part of the initiative, said Kamal. Jeddah Keddah intends to participate in the field of tourism in the Kingdom. “Jeddah’s many hidden gems went unnoticed to world travelers due to past restrictions on the tourism industry. These restrictions are no longer in place as a result of Saudi Arabia’s ambitious Vision 2030.” “Encouraged by the changes taking place in Saudi Arabia and specifically with regards to Vision 2030, I set out to use designing — my profession — to uncover Jeddah’s hidden gems and help position it as an ideal destination for world travelers.” Customers can order through their Instagram account (@jeddahkeddah).