La Vie Baccarat comes to life in Baccarat Residences Diriyah, the brand’s first residential development in the Kingdom of Saudi Arabia. An artful amalgam of Najdi heritage and French influence, the residences merge perfectly with Diriyah's grounded nobility. 

Diriyah Company tapped Conway+ to develop the brand identity and marketing materials for the project. The goal was to communicate Diriyah's grounded nobility and Baccarat's impeccable hospitality and craftsmanship. The challenge was to create a brand that would resonate not only on a global level but also on a hyper-local and culturally contextual level to reach UHNWIs in Saudi Arabia and the Gulf. 

We took inspiration from Diriyah’s mudbrick architecture and earthen nature to inform our concept, Brilliance Unearthed, which connected the natural simplicity of sand with the opulence of crystal. The collateral, including a full sales kit and custom coffee table brochure, conveyed the intrinsic luxury of both the brand and the destination.