Transforming Saudi Arabia
We partnered with The National Development Fund (KSA) to help create, re-define and launch their new brand identity.
We provided full service creative support to deliver a new brand strategy, visual & tonal identity, brand positioning, all brought to life through a highly impactful national advertising campaign.
Our creative objective was to make NDF a more human and accessible brand while appealing to a dual audience consisting of the Saudi people as well industry stakeholders. See below for how we applied our Breathe process for NDF:
BREATHE PROCESS & WORKSHOPS
We used our agency “Breathe” process to undertake an extensive brand research phase.
We conducted multiple in-depth stakeholder interviews, Breathe workshops, mass surveys and qual research. We were able to identify three key pillars - sustainability, society and economy as the most impactful for the Saudi people. This helped inform our overall strategic direction and enabled us to develop a full brand narrative leading to the creation of NDF’s brand story expressed through an evolved visual identity (see below) and our highly emotive NDF brand film.
Brand FILM
BRAND CAMPAIGN
FOR YOU, THROUGH YOU.
‘For You. Thorough You.’ was the creative hook that embodied the core values of NDF and helped give context to the ideology of how NDF is transforming Saudi Arabia by being the instrument for change through the people.
Our fully integrated advertising campaign included multiple Audio Visual executions across TV, cinema, outdoor, online and social media.
We also created a new brand website to reflect the new identity, inspired by entertainment based platforms, which houses the campaign work and an ever growing library of powerful case study films that we produced as NDF “Success Stories”.
Click here to see the NDF website.
SUCCESS STORIES
We produced ten films of ‘success stories’ that show the impact that NDF is having on businesses that have been supported by the funds and banks.
These simple, accessible, authentic stories showcase the way NDF is helping to transform KSA in a more tangible way - helping to educate the public on how NDF supports the 2030 vision.