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.

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

Raising Standards in Aviation

Context

As the Kingdom of Saudi Arabia focuses on Saudi Vision 2030 as a means to drive economic development and social advancement, GACA and Saudi Arabian Airports have an instrumental role in achieving the plan’s goals by enhancing the connectivity of the Nation.

As a result of the directive of Vision 2030, GACA is in the process of refreshing and clarifying its business strategy including the privatisation of its network of airports.

Ambition

In line with this, and based on its current corporate brand values, the initial task at hand was to assess, plan and deliver a clear, relevant and differentiated brand and campaign strategy to promote Dammam International Airport.

The airport has the ambition to be a progressive driver of economic development and symbol of national pride and the rebrand will help enable this by creating clarity, consistency and leadership.

Action

We developed an entirely new brand visual and verbal identity system based on the airport’s existing brand values of professional, dependable and forward-looking. Addressing touchpoints across the airport infrastructure we created an identity that aims to feel approachable, dynamic and timeless and allows for the airport identity, KFIA, to sit comfortably within the parent company brand, DACO.

Results

The brand film we prepared to herald the launch of the DACO brand was premiered in the Summer of 2017. As the new look is rolled-out we continue to support DACO and KFIA to ensure the identity takes-off and reach new heights.

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.

Congratulations to our friends at flynas for receiving further recognition as the Best Low Cost Airline in the Middle East at the International Paris Air Show.

Having earned three gold awards in 2014 for the launch of the brand, flynas has continued it’s success, taking home titles as Best Low Cost Airline in the Middle East each year since.

The Skytrax awards represent an international standard of quality and excellence, and are awarded according to votes and surveys conducted over a 10 month period across 41 key performance indicators in products and services.

“We have an unwavering commitment to improve our services and performance to achieve the maximum satisfaction from our guests. Having been awarded the Skytrax award shows the pioneering spirit of flynas, and reflects the advancement in Saudi aviation. We, in flynas, are proud of continuously achieving excellence, and always being present in the award scene despite being in a heavily-competitive environment. We are very delighted and we always strive for more success.” Mr. Bandar Almohanna, Group CEO of Nas holding

“These awards mean a great deal to us in the flynas family. It is the magnificent teamwork and care of our guests that is being recognized here today. The same teamwork that delivers great value fares and consistently high On Time Performance results”. Mr. Paul Byrne, CEO of flynas

The new flynas brand was created and developed – brand name, strategic platform and visual identity – by Aeron’s team in 2013 and along with our Saudi partners, Charisma, we have continued to support the brand since.

See the launch advert TVC as follows:

https://www.youtube.com/watch?v=Da1i3RLgTXQ