As a member of a strategic consulting consortium, Tekuma Frenchman lead the urban initiatives and spatial vision within a comprehensive strategy developed for a province in Saudi Arabia. Guided the regional positioning through a spatial vision highlighting the region’s assets and tackling its urban challenges. This framework set the objectives and the strategies for the implementation of the vision. Additionally, an exercise in representation of the new urban fabric and lifestyle was delivered to the client. Proposed five innovative urban initiatives that would promote growth and the economic diversification of the region. Supporting illustrations were developed to exhibit the integration of modern and traditional environments, recommended building typologies and uses, implementation of emerging technologies, green infrastructure and mobility solutions.