When two great brands come together, the ability to pool resources, expertise and opportunities opens up a whole world of potential synergy.

However, when two great brands come together, how do they tell their newly-allied story? How do they display their united ambition when they already have strong, distinct and individual identities. This was a challenge we were able to guide leading international shipping company Bahri through, as they were due to embark on not one, but two such journeys.

Working closely with Bahri, we analysed the requirements and repercussions of a conjoined brand and how it should balance the incumbent needs of the parent brands. In the case of both endeavours, Bahri was to be the majority shareholder although this was reflected differently in the resulting identities.

Partnering with Koninklijke Bunge B.V. (“Bunge”), a wholly-owned subsidiary of Bunge Limited, the two companies formed BahriBunge Dry Bulk Ltd to develop and strengthen the import and export of dry bulk goods into and out of the Middle East. In this instance, the new name was accompanied with a distinct new logo, and was accompanied by the endorsement of both the Bahri Dy Bulk and Bunge logos.

Bahri and Bunge ​on the same journey towards excellence by launching “#BahriBunge Dry Bulk Ltd.” In Dubai pic.twitter.com/TO8wzAIcMX

— Bahri | البحري (@OneBahri) October 5, 2017

In the joint venture with French forwarding and logistics group Bolloré, officially inaugurated as Bahri Bolloré Logistics, it was possible to take a more streamlined approach. Both parent brands had shared equity with similar colour palettes and bold, sans serif wordmarks. Bahri Bolloré Logistics, therefore, was able to become an extension of the Bahri Logistics brand, incorporating the name and colour of the French partner within the Bahri Logistics logo.

#Bahri and Bolloré celebrate the launch of #BahriBolloré logistics in Riyadh pic.twitter.com/msTBWJMz7i

— Bahri | البحري (@OneBahri) September 27, 2017

The last day of the year saw an exciting new start for Saudi Arabian Railways (SAR). On December 31, the first full journey of the high-speed train connecting the two great Holy sites of Medina and Mecca over 450km.

High-profile passengers travelling on this inaugural journey included President-designate of the Saudi Railway Organization Dr. Rumaih Al-Rumaih (the head of the public transport authority), Spanish Ambassador Alvaro Iranzo, the chief executive of SAR, Dr. Bashar Al-Malik, and other national leaders contributing to the project.

One of the nation’s mega public transportation projects linking the two Holy Mosques of Makkah and Madinah, it is a key strategic infrastructure for the nation’s 2030 vision.

The Aeron team were instrumental in creating the SAR brand as a symbol of national pride in 2013; conducting Brand Research & Analysis, developing the Brand Strategy, Brand Narrative & Verbal Identity, Brand Journey & Brand Interaction, Brand Corporate Design, Brand Digital Design & Management, Brand Communication & Content, and Brand Environments. We produced a mini documentary series for SAR, when it launched in 2013:

Source: Arab News

MATTHEW MILLARD-BEER

After over three decades, cinemas are returning to Saudi Arabia. Crown Prince Mohammed bin Salman’s latest social reform brings great excitement to many whom, until now, had to leave the country to catch the latest Hollywood blockbuster or Bollywood epic.

The announcement comes shortly after the conclusion of the 14th Dubai International Film Festival, timely considering Dubai is the region’s film and media capital. In 2012, Prince Abdulaziz bin Ayyaf, the mayor of Riyadh, revealed to The National newspaper that around 230,000 tourists visited the UAE from Saudi just to attend the cinema.

With the first cinemas due to open in March 2018, the Government is expecting to build over 300 cinemas – with over 2,000 screens – by 2030.

“Opening cinemas will act as a catalyst for economic growth and diversification,” said Minister of Culture and Information Awwad bin Saleh Alawwad. “By developing the broader cultural sector we will create new employment and training opportunities, as well as enriching the Kingdom’s entertainment options.”

A recent study by Kantar Insights showed that 80 percent of KSA residents were in favour of the change, with 67 percent intending to visit the cinemas. The progressive move has been hailed by the country’s youthful population and keeps the Kingdom in sight of the ambitious Vision 2030 plan.

Stephen Hillebrand, CEO Kantar Insights, MENAP said, “There are few markets in the world at the moment as dynamic and fast moving as KSA. The speed of change is unprecedented, and the compound effect of the changes makes for a fascinating time in assessing the impact on both citizen beliefs and consumer behaviors.”

The announcement is also likely to excite brands and advertisers, as it will open up huge new opportunities for consumer and engagement and participation. While there may be some resistance to the plans, it is expected that the new cinemas will encourage visitors to the Malls where they will be situated, increasing customer flow around shops as well providing brand communication potential.

Despite the lack of Cinemas, the Saudi Film Festival was held earlier this year in Dahran