Atheel, KAFD Hotel

A hospitality brand built at the crossroad of the world.

Atheel isn’t just a new luxury hotel in Riyadh, it’s a redefinition of what a business hotel can be. Sitting at the heart of KAFD, the Kingdom’s flagship financial district, Atheel was created to provide more than just accommodation. It was built to be a destination in its own right.

KAFD has always been a hub of vision and ambition, yet for many visitors the city-within-a-city felt exclusive. The challenge was clear, how do you make a world of opportunity feel accessible without compromising its elite edge? This insight became the foundation of the Atheel brand - the axis of transformation.

Rooted in the idea of ‘absolute centrality,’ the brand strategy positions Atheel as the literal and symbolic core of KAFD. Every element from guest experience to brand identity is designed to place the guest in the center of it all. Not just geographically but culturally, socially and professionally.

From the custom icon inspired by the hotel’s exterior, shape and striking atrium, to the signature palette that mirrors the interiors, every detail of the identity is built to express transformation in motion. Editorial-style headlines and a tone of voice that balances insider confidence with warm invitation help Atheel feel like your personal gateway to Saudi’s inner circle.

A hospitality brand that doesn’t just live in KAFD, it defines it. A visual and strategic identity as sophisticated and multi-layered as the people it was built to welcome.