Government and Defense

Skills & services category

Brand Strategy, Brand Identity Design, Brand Portfolio Development, Brand Architecture, Brand Guidelines

Dynamic Brand Architecture Strategy


Saudi Arabian Military Industries (SAMI) is a defense industry company, launched in May 2017 to act as a sustainable platform to provide world-class defense products and services to the Kingdom of Saudi Arabia and its allies.


SAMI’s vision is to be among the top 25 defense industries ‎companies around the world by 2030, by developing world-class defense products and services as well as achieving self–sufficiency in Saudi defense industries through the development of cutting-edge technologies and harnessing he best national talents.


Our task was to create a coherent brand architecture which would make marketing more efficient and effective by ensuring customers and other stakeholders understand what the SAMI business can do for them.


Our strategic work focussed on developing a relevant brand architecture structure which will align business and brand goals by defining clear roles, relationships and investment priorities among portfolio brands.


About Aeron

We are Aeron, a London brand consulting and design firm 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, 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, we combine intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

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