Saudi Arabian Airlines (w. Futurebrand)

Futurebrand, 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.

Culture understanding and design: We were invited to consult on local culture and traditions, as well as the significance of symbolism, color and calligraphy within Islam. We also performed a number of studies on the development of a ‘twin set’ for the brand identity's Latin and Arabic fonts.