Opportunity: The rise of a global leadership powerhouse 

Born from the visionary Misk Foundation, the Saudi Leadership Society (SLS) emerged as the next bold step in realising its purpose: to nurture and empower the next generation of Saudi leaders. SLS provides a vibrant home for these leaders to grow, forge connections, and create collective impact. Although still in its early stages compared to other leadership societies, SLS harbours the ambitious goal of standing out on the global stage.  

The time had come for SLS to begin its transformative journey into a member-led, independent global leadership society, with an image reflecting the exceptional calibre of its members. Despite the clarity of this ambition, the transition posed organisational challenges. While imminent, it was crucial not to lose the credibility associated with being part of the esteemed MISK Foundation. We needed to work swiftly and strategically to catalyse the society’s evolution, ensuring it was ready for the new cohort at the SLS Annual Assembly. 

Concept: Circles of Influence 

The visual expression of the proposition’s pillars of Grow.Connect.Impact, strikes a balance between a modern, digital-first design system and a subtle, contemporary interpretation of the Saudi aesthetic. This identity possesses the flexibility to evolve into its full expression when the society’s governance is handed over to its members, empowering them to take control of their destiny and create lasting impact that propels Saudi Arabia towards Vision 2030 and beyond. 

Solution: Igniting impact through influence 

In partnership with SLS, we engaged key stakeholders to craft an effective strategy for signalling to the world that SLS is an established society with a clear purpose: accelerating the realization of Vision 2030 and beyond through Collective Impact. Operating within Misk’s brand architecture, we created an identity that deftly pushed governance principles to forge a unique, dynamic visual identity. This identity reflected a crystallised, purpose-led proposition co-created with key stakeholders in the SLS ecosystem.

Governance and Activation: Bringing the brand to life 

With the proposition defined and brand identity created, we worked closely with the SLS team and external providers to ensure that the new brand was fully expressed at the inaugural 2024 Annual Assembly across all communications. We equipped SLS communications teams with a comprehensive Brand Toolkit detailing all visual and verbal elements, containing the core components needed to create compelling communications and collateral.  

Beyond the identity guidelines, we developed clear plans for brand activation on three levels: current touchpoints, campaign communications, and future experiences. Armed with these tools and plans, SLS is poised to bring their brand to the world with coherence, consistency, and lasting impact.

Itriom – Digital platform creation

Context

Itriom, a specialist global impact platform, is committed to guiding Ultra High Net Worth (UHNW) families towards creating a better world. By fostering a shared purpose among family members, Itriom empowers them to effect lasting positive change in society.

Ambition

Itriom’s ambition is to deliver a seamless, ultra-secure platform, enabling leading principals, their families, and the Next Generation to engage in meaningful dialogues surrounding legacy and impact. Itriom’s invitation-only platform serves as a single solution for family offices to develop a comprehensive family charter, linking purpose, initiatives, and legacy. Within this platform, families can connect with their Sustainable Development Goals (SDG) ambitions and have a dedicated space to define, drive, and measure progress in Environmental, Social, and Governance (ESG) and SDG initiatives.

Action

This digital platform delivered on a secure web-based SaaS technology for collaboration, information management and knowledge sharing all in one place, was designed to serve as an exclusive hub for UHNW families. It enabled a digital transformation for advisory services, by utilising Itriom’s platform technology to collate data from families and feeding it into sets of expertly defined framework to generate meaningful insights about a family’s values and goals.

Moreover, it allowed families to construct a family charter that intricately linked their purpose, initiatives, and legacy, thereby fostering deep and meaningful conversations. Collaborating with experts in sustainability, wealth management, and human behaviour, Itriom created a proprietary values configurator, providing each family with a personalised approach to their impact endeavours.

Furthermore, the platform featured a bespoke impact dashboard that not only tracked the progress of sustainable initiatives but also presented analytics in a humanistic and easily accessible manner for all generations within the family. The platform’s ambition was to serve as a transformative catalyst, empowering families to navigate the complex landscape of wealth management while making a positive impact on the world. It positioned Itriom as a visionary leader in redefining the role and purpose of family offices in today’s society.

Results

The implementation of Itriom’s innovative platform yielded significant and transformative results. Firstly, the platform streamlined the process of collecting crucial data from individuals within the family. This not only facilitated a more unified understanding but also provided a centralised repository for valuable information.

Beyond this, Itriom’s platform brought about profound procedural and cultural shifts within family offices. It empowered families to adopt a more forward-thinking and impactful approach to wealth management, leading to a fundamental transformation in how these offices are run in the long term.

By facilitating a transition towards ‘wealth for good’, Itriom distinguished itself as a catalyst for positive change in the realm of family office dynamics. This shift not only optimised operational efficiency but also instilled a renewed sense of purpose and direction among families, ultimately enhancing their collective ability to drive meaningful impact in the world.

About Aeron

We are Aeron, a London digital agency that specialises in business digital transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand and digital strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Global Geographic Brand Naming and Brand Architecture

Context

Raytheon Technologies provides advanced systems and services for commercial, military and government customers worldwide. With four industry-leading businesses ― Collins Aerospace Systems, Pratt & Whitney, Raytheon Intelligence & Space, and Raytheon Missiles & Defense ― the company delivers solutions that push the boundaries in avionics, cybersecurity, directed energy, electric propulsion, hypersonics and quantum physics.

The company, formed in 2020 through the merger of Raytheon Company and United Technologies Corporation, is headquartered in Arlington, Virginia. Raytheon UK is a landed company that sits within the Raytheon Intelligence & Space business, as well as part of the Raytheon Technologies enterprise in the UK, consisting of Collins Aerospace and Pratt & Whitney.

Ambition

Following the merger the business needed to rationalise its global geographic naming strategy for its portfolio of inter-dependant businesses. The project aims were as follows:

1. Accelerate investment of resources in the essential parts of the portfolio
2. Build stronger connections with the master brand
3. Identify growth opportunities
4. Realign brand and product names with customer needs
5. Create a strong visual system

Action

Brand architecture and geographic naming are inter-dependent strategies. With architecture generally informing direction for naming strategies. After an audit of best proactive geographic naming conventions within the sectors and adjacent sectors we explored solutions following a Master brand Approach (leaning towards a more global naming strategy) and a House of brands Approach (leaning towards a more national naming strategy). Our design team brought to life the options across a relevant range of applications from digital to physical environments prior to research being conducted within the business to conclude the best approach to be adopted.

Results

The project delivered a global geographic Brand portfolio map with critical observations, opportunities  and considerations from a geographic and brand naming and portfolio perspective.  This was then used to define migration paths, define naming strategy recommendation, define geographic naming implications and plan the subsequent Portfolio and naming Decision Tree.

Earlier this year, it announced plans to reorganize into three brands: Collins Aerospace, Pratt & Whitney, and Raytheon.

In a call with analysts in April, Christopher Calio, RTX’s chief operating officer, said the restructuring is meant to better align the company’s businesses with customer priorities, improve performance, and to better use company resources to optimize investments and cost structure.

About Aeron

We are Aeron, a London brand design agency that specialises in business transformation, brand strategy, aviation and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

New Brand and digital applications for Saudi’s National carrier flynas

Context

flynas www.flynas.com is a leading low-cost carrier from Saudi Arabia with a young fleet of 26 aircraft, operating nearly 1000 weekly flights to 30 destinations within and outside of Saudi Arabia. Launched in 2007, flynas has successfully operated over 170,000 flights carrying more than 18 million passengers, a number that has steadily grown over the years.

Ambition

Following our previous work creating the new brand name and brand identity for flynas in 2013, significant investments were made in enhancing its aircraft fleet and introducing a dedicated Business Class Cabin. Our task was to create a clear set of brand and advertising guidelines which could be used internationally by marketing agencies to ensue clarity, consistency and creative leadership across all communications platforms.

Action

Our team lead the development and formulation of the new brand. Alongside our Saudi partners Charisma, we created a comprehensive brand system, addressing consumer research, naming, visual and verbal identity all the way through to launch and campaign strategy. From this we developed a rigorous set of brand guidelines, covering a full suite of core brand identity elements, imagery, advertising, communications, livery and advertising standards.

Results 

The work has now been used by a host of international advertising, digital, print and media agencies and has helped the airline win a host of awards from Middle East Leading Low-Cost Airline at the World travel Awards 2015 to Three CMO Asia Golden Awards for excellence in Branding and Marketing in 2014.

A Global Leading Digital Platform

Context

Itriom, a specialist global impact platform, is dedicated to assisting Ultra High Net Worth (UHNW) families in shaping a better world. By facilitating a unified purpose among family members, Itriom empowers them to embrace change and make a lasting impact on society.

Ambition

Itriom’s mission is to provide highly experienced and innovative teams that deliver an ultra-secure, seamless, and compelling mechanism for leading principals, their families, and the Next Generation to engage in meaningful dialogues surrounding legacy and impact. Aeron was entrusted with supporting Itriom in its journey towards the next phase of growth.

Action

Aeron embarked on a comprehensive branding initiative to solidify Itriom’s position in the niche family office landscape. The goal was to develop a clear brand positioning, a defensible value proposition, and a revitalised verbal and visual identity system that would distinguish Itriom as a pioneer in its field.

Aeron collaborated closely with Itriom to articulate the platform’s unique role and purpose in serving some of the world’s most influential families. Through in-depth research and strategic workshops, Aeron crafted a positioning strategy that aligned with Itriom’s vision and lead to a digital transformation. This included the development of brand guidelines, websites, and innovative digital products.

As part of a long-term partnership, high impact brand films were commissioned to use as selling tools, communication offerings and brand and client proposals and presentations.

Results

Through a collaborative partnership with Aeron, Itriom has successfully solidified its position as a leader in its sector. With a refreshed brand identity, a powerful digital presence, and compelling content, Itriom is well-equipped to continue its mission of empowering UHNW families to shape a better world.

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

At your service: Ushering a new era in elite private and corporate concierge, chauffeur, travel and lifestyle management services.

Objective

Cevalon wanted to grow their online presence within the European and Middle Eastern market. In our early engagement days with the client, our deep research into the current landscape of the industry lead us to the knowledge that our client’s main competitors have already created a strong presence for themselves within those targeted spaces.

Cevalon were looking to increase the authority of their domain and enhance their overall visibility in the SERPs, becoming the go-to place for all things elite private and corporate concierge, chauffeur, travel and lifestyle management services.

Strategy:

Given the challenges presented to us, our recommended strategy for Cevalon chose to supplement our ongoing SEO activity with content production. The defining factor in the success of this strategy would hinge on our ability to produce compositions that were: high-quality, engaging, strategically frequent, keyword driven, and optimised for SEO.

With our main focus here on technical search engine optimisation (SEO), we could ensure that there would be an increase in organic traffic towards the Cevalon site, and that it would be as technically sound as as possible.

Results:

We were successful in increasing the domain’s visibility in the organic search engine results. We were able to rank Cevalon 1st on several keyword searches are frequently used within the luxury travel industry. The well executed SEO strategy yielded a 36.36% increase in new users and an increase of 173.08% improvement in google SERP inside of one month with our planned approach.

About Aeron

We are Aeron, a London brand design consultancy that specialises in SEO services, business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

At your service: Ushering a new era in elite private and corporate concierge, chauffeur, travel and lifestyle management services.

Context

The main objective of this digital engagement campaign was to give Cevalon more exposure online by using the various digital tools and strategy practices available, to drive more traffic to the website as well as showcasing and promoting their unique services and offerings.

The Activities

1. Website Enhancements
2. Social Media Management
3. Newsletter

Website Enhancements

To improve the potential client engagement on the Cevalon website we added a live chat feature and a popup form, allowing visitors to join Cevalon’s exclusive mailing list.

Social Media Management

We focused on growing the social audience and follower base through: hashtag campaigns, strong use of keywords, sharing relevant news, and articles and staying updated within your industry, and contributing our unique content with relevant images to broaden reach.

We also focused on sharing Cevalon’s service offering and knowledge within the industry through branded engagement to raise awareness and increase their social media presence.

Engagement Analysis

Taking on this project meant having to start from zero and creating a presence for Cevalon across the dominant social media platforms that are frequented by Cevalon’s target demographic. Over a short space of time, our activity proved to be effective in creating a notable rise in online engagement. Our content successfully yielded 2,700% increase in unique users through social media and an 80% growth in followers.

Concept & Packaging Design Al Ain Plus Water Brand

Context

Al Ain water is the UAE’s leading water brand.

Ambition

Since we refreshed the brand identity and created the new packaging range we have supported Al Ain water with a series of new product development initiatives including the creation of Al Ain Zero – which is the only Ph-neutral, sodium-free regulatory-approved water produced in the UAE, and most recently Al Ain Plus.

Our brief was to create a new packaging design system for Al Ain Plus Vitamin D 500 ml – which provides hydration and contains 50 IU of Vitamin D .

Action

Following market, category, competitor and consumer research we developed initial concepts for packaging, PET bottle, naming hierarchy and label design.

Results

Al Ain Plus Vitamin D is now live, in-market and has been well received.

The range is now available in 330 ml and 500 ml formats.

We continue to support Agthia on their journey of brand-driven growth.

About Aeron

We are Aeron, a London brand packaging design agency that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Brand Strategy support for worlds most ambitious tourism project

THE RED SEA PROJECT

Context

The Red Sea Project is the world’s most ambitious and exciting tourism and hospitality project: a luxury destination created around one of the world’s hidden natural treasures.

The Red Sea Project will be an exquisite sanctuary offering indulgent experiences, seamlessly customized to the unique needs of each visitor. The site encompasses an archipelago of more than 90 pristine islands, miles of sweeping desert and dramatic landscapes that include volcanoes, and canyons.

Ambition

The Red Sea Development Company (TRSDC – www.theredsea.sa) is a closed joint-stock company wholly owned by the Public Investment Fund (PIF) of Saudi Arabia. TRSDC was established to drive the development of The Red Sea Project, a luxury tourism destination that will set new standards in sustainable development and position Saudi Arabia on the global tourism map.

The project will be developed over 28,000 km2 of pristine lands and waters along Saudi Arabia’s west coast and includes a vast archipelago of more than 90 islands. The destination also features mountain canyons, dormant volcanoes, and ancient cultural and heritage sites. The destination will include hotels, residential properties, leisure, commercial and entertainment amenities, as well as supporting infrastructure that emphasizes renewable energy and water conservation and re-use.

Action

The Red Sea Project will set new standards in sustainable development and exceed expectations to create a unique travel experience and unforgettable memories.

Offering a diverse array of seamless personalized experiences, The Red Sea Project will encourage visitors to explore the wonders and rich cultural heritage of Saudi Arabia’s Red Sea Coast.

Our on-going work by our London Branding Agency is to support TRSDC with Brand Strategy, Brand Research, International Brand Trademarking, Brand Naming, Brand Creative Development and Brand Architecture Strategy.

Results

Our work is in progress. Watch this space!

About Aeron

We are Aeron, a London branding agency that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, as a London brand consultancy we are experts in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, as a London Creative Design Agency we combine intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Concept & Packaging Design Al Ain Zero Water Brand

Context

Al Ain water is the UAE’s leading water brand.

Ambition

Since we refreshed the brand and created the range we have supported Al Ain water with a series of new product development initiatives including the creation of Al Ain Zero which is the only Ph-neutral, sodium-free regulatory-approved water produced in the UAE.

Action

Following market, category, competitor and consumer research we developed initial concepts for packaging, PET bottle, naming hierarchy and label design.

The range is now available in 200 ml, 33 ml, 500 ml and 1.5 L formats.

Results

Al Ain Zero is now live, in-market and has been well received.

We continue to support Agthia on their journey of brand-driven growth.

About Aeron

We are Aeron, a London brand packaging design agency that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.