The Hands That Shape Saudi Heritage

Marklinica created the social media campaign for the Saudi Year of Handicrafts and transformed traditional crafts into a contemporary cultural story that resonates with a modern audience.
The campaign did not aim to romanticize heritage. It aimed to bring it back to life in a way that feels relevant, proud, and inherently Saudi.

The challenge

Handicrafts carry deep cultural value. They are symbols of identity and history, yet younger audiences often see them as distant or outdated.
The challenge was to design a social campaign that honors tradition without freezing it in the past. The work needed to reintroduce crafts as living expressions of creativity and national pride. It also needed to feel modern enough for a digital audience while remaining true to the authenticity of Saudi craftsmanship.

The solution

Marklinica developed a content direction that connects heritage with contemporary culture.
Each piece of social content highlighted craftsmanship through clean layouts, warm palettes, and textures inspired by natural materials.
The campaign introduced handicrafts not as museum artifacts but as design objects shaped by skill, patience, and human touch.
Copywriting focused on storytelling rather than instruction. It emphasized pride, legacy, and the artistry of handmade work. Every post became a reminder that craft is not simply preserved. It is practiced.

Art direction

The art direction embraced warmth, closeness, and material depth.
Images highlighted hands, tools, and raw textures to keep the human story at the center.
Minimal backgrounds allowed the craft itself to become the focal point.
Typography remained modern and clean to bridge the traditional and contemporary worlds.
The result was a balanced visual language that celebrates heritage while speaking fluently to a digital generation.

Outcome

The social media campaign repositioned Saudi handicrafts as an active cultural force. It created a modern visual narrative rooted in authenticity and pride.
Through storytelling, design, and a respectful tone, Marklinica helped bring crafts back into the everyday conversation and connected them to a new audience ready to appreciate their meaning.