Saudi Arabian Airlines
w/ Diefenbach Elkins
New York, NY
Diefenbach Elkins, a brand strategy and positioning firm in New York City, was solicited to re-evaluate the old Saudia brand, as the airline was losing a large part of its market share to local and regional competitors.
We were invited to act as consultants on local culture and traditions, Islam in general and the significance of symbolism, color and calligraphy within it.
Besides working with the staff on history and culture, we performed a number of studies on the development of a 'twin set' for the Latin and Arabic fonts.
