The Role of Mayadeen (Roundabouts) in City Branding: The Case of Jeddah

The Kingdom of Saudi Arabia (KSA) has been working to renew its public spaces in an effort to both preserve its heritage and establish a unique identity for these areas as part of its Vision 2030. However, despite these efforts, many public spaces, particularly roundabouts, have failed to distinguish the unique KSA identity. As a result, this research focuses on developing a branding framework for the Mayadeen Roundabouts in Jeddah, with the goal of establishing a distinctive city profile that improves the overall image of cities in KSA. The study employed various methodological approaches, including inductive and comparative analytical methods, to formulate the main framework for creating a distinctive city profile. The framework encompasses four key profiles, namely visual, historical, cultural, and touristic. Additionally, qualitative and quantitative data collection methods were utilized in conducting phenomenological research. The research concluded by identifying the main factors that constitute the four pillars of the framework, which will ultimately help distinguish the special KSA identity in public spaces through the regeneration of roundabouts.