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.

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.

New Brand and Advertising Guidelines 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.

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.

A Higher Standard of Progress

Context

The General Authority of Civil Aviation in Saudi Arabia is responsible for 27 Airports across the nation, handling 75 million passenger journeys and employing 74,000 people in the KSA it contributes 30bn Riyals to the national economy per year.

Ambition

With a strong commercial focus aligned with the desire to contribute towards the continual growth of the KSA, GACA approached us to help them organise their core business offer and to help define their brand in support of that strategy.

Action

By identifying viabilities and opportunities for growth we worked with GACA’s team to accelerate essential parts of the brand portfolio, realigning brand, product and service names to create a strong visual platform from which to launch the new brand.

Results

We were able to deliver a comprehensive range of services including: comparator audit, proposition and a refreshed visual identity to roll out across all key touch-points. By positioning GACA as a forward-looking entity and with a stand out graphic system we have helped to create a more active persona in order to boost brand awareness and visibility whilst always ensuring the seamless safety for Saudi skies.

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.

Time For A Change 

Context

Nestled amongst Riyadh’s rugged desert landscape Al Waseel is a wellness spa & resort set in a secluded conservation reserve intended for those seeking a rejuvenating retreat to serenity.

Ambition

Our ambition for Al Waseel was for it to be valued by Riyadh’s leaders in life as the most progressive, authentic and serene wellness spa & resort of choice.

Action

Borne out of the spirit of Al Waseel, the land, it’s people and it’s eternal connections we sought about creating a brand & identity for the resort that would encapsulate it’s timeless values just like the unique fossils that can be found in it’s environs.

Results

Having created an entirely new brand and identity we crafted a beautifully elegant bespoke symbol, wordmark and visual system that represent the Al Waseel’s ongoing commitment to luxury, refinement and sophistication.

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.

CONTEXT:

Advance Electronics Company or AEC is a Saudi company that specializes in advanced electronics research and manufacturing for defense, communication, energy, security IT and health IT.

AEC’s Marhaba program which is run by its Human Resources Department is an employee induction program to assist a new hire during its first 3 months of employment in the familiarization of the company’s general policies, in an employee’s respective department’s policies and workflow and in getting the proper briefings and trainings the employee would need to perform his duties and responsibilities according to AEC’s standards.

AEC’s HR Department provides all new hires with a Marhaba kit which contains the induction manual and other branded gifts like pen and usb flash memory stick.

AEC hired Charisma to redesign the Marhaba kit to give it a more updated look.

AMBITION:

Create an updated design that as per the client brief, would appeal to a younger audience.

ACTION:

Using the puzzle as an analogy, Charisma developed a theme for the brochure. In the same way that each piece of the puzzle, distinctive in color and shape in itself from the other pieces but when put together with the other pieces, it completes the picture is the analogy that each employee is unique with his/her own skills and characteristics but nevertheless contributes to the wellbeing of the company.

Charisma, for this theme that used vibrant colours, infographics and images that brings to life the concept of puzzle.

RESULT:

The design was well-received by the new employees and the management alike

CONTEXT:
Ajwad is a Makkah-based real estate company that specialises in residential complex and land development projects. With a new property in Madinah, a 48-villa townhouse complex, that was near completion, Ajwad hired us to develop a concept and create a design for a brochure that would showcase the property’s specifications and highlight its benefits. For this property, Ajwad’s target market is affluent retirees. The property is being sold as retirement homes.

The location of this property, Madinah City is known as the city of gentle people. It is a historical city, where many significant events took place and a host to one of Islam’s holiest site, the Prophet’s Mosque, thus a major Islam’s pilgrim destination.

AMBITION:
The main objective is to develop a concept that relates to retirees and convey a picture of serenity, of a well-deserved retirement home, highlighting comfort, contemporary architecture, accessibility and space flexibility for customisation in terms of interior decoration; all of these in addition to and supporting it’s main selling point: it’s a prime location in the city of Madinah.

ACTION:

To convey the message that it is a place where new memories can be made, We named the property “Memories” and developed the tagline “Building memories made to last”. The first few pages of the brochure were allotted for Ajwad’s profile, Madinah’s profile and the “Memories” concept.

For the cover, we placed a die-cut of the repeated tagline to convey transparency (what you see is what you get) and ‘seeing through’ a bright future awaiting inside the pages.

For the floor plan, we meticulously selected images of furniture and other decorative elements to help the target audience visualise the different spaces in the villa.

RESULT:

The concept and design enabled the client, Ajwad Real Estate, to communicate the idea that more than just selling properties, they are selling dreams and they are selling a lifestyle.