Brand Strategy and Identity Design
for a Business Center in KSA
CASE STUDY
THE CHALLENGE
Developing the brand strategy and creative and art direction for a new business center located in KSA. Catered not only to locals but also to international business owners.
THE OUTCOME
During my work as Creative Director at ONE11 Creative Agency, I assembled the brand strategy for this new business center. The process included defining the mission, vision, brand manifesto, and core values, and establishing the brand proposition and positioning.
Followed by directing the artwork and overall outcome, collaborating with several executions, and ultimately creating the brand guidelines.
THE SCOPE
- Brand Strategy
- Brand Identity Design
- Collaterals Design
- Creative and Art Direction
- Brand Guidelines
Before starting…
ABOUT THE BUSINESS CENTER
161 North East is a new premium business hub at the Riyadh City Center for local and international companies to operate from. With a strategic location, state-of-art work facilities, and a professional and modern environment.
Making it easier to run a company, and delivering premiumness and superior comfort for all business endeavors.
The Business Center represents an advanced and modern concept with vibrant and premium settings that offer a variety of work environments designed for a unique business experience.
THE LANDSCAPE
A new measure will be implemented by the Saudi government:
From the start of 2024, the Saudi government and state-backed institutions will stop signing contracts with foreign companies that base their Middle East headquarters in any other country in the region, according to a statement from the Saudi Press Agency, attributed to an official source. The move is intended to limit “economic leakage” and boost job creation, the unidentified official said. *
*Source: https://www.bloomberg.com/news/articles/2021-02-15/saudi-arabia-aims-to-sideline-firms-without-base-in-the-kingdom
On top of that, the city is growing steadily and looking forward to rivaling Dubai as Regional Hub, and the number of new companies needing an outstanding business center is increasing as well.
Brand Strategy
Brand Foundations
Following Simon Sinek’s Golden Circle model for brand strategy, I built the brand’s foundations. Following is an in-depth look at the ‘WHO’, ‘WHAT’, ‘HOW’, and ‘WHY’ that underpin this strategic exercise, then I proceeded with crafting a compelling mission, vision, and establishing a definitive mission statement, and the brand manifesto.
THE MISSION
To provide superior, state-of-the-art facilities and professional services that enable businesses to operate seamlessly and successfully from Riyadh City Center, contributing to their growth and to the prosperity of the local economy.
THE VISION
To be recognized as the premier business hub in the Middle East, fostering innovation, collaboration, and growth for companies operating on a local and international scale.
THE MISSION STATEMENT
At 161 North East, we cultivate business success by offering an advanced, modern, and premium workspace environment. Our strategic location and superior comfort set the stage for businesses to thrive, innovate, and grow on both local and international fronts. We’re not just a workspace, we are partners in your business journey.
BRAND MANIFESTO
Here we are for the brave ones. The brave people willing to step into their biggest fears and realize the potential of their dreams and actions to make a difference in the world.
The brave people willing to go the extra mile to give their very best, every step of the way.
The brave ones paving the way for the future generations’ greatness. For those embracing change and struggle to accomplish what never thought possible.
Those who are willing to explore, create and share. For those choosing to believe.
We are here for the brave business people of today, who will be our legacy tomorrow.
The Target Audience
During my target research, I was able to discover some insights about the audience, here’s a brief summary:
- The 2020–2021 Global Entrepreneurship Monitor National Report of Saudi Arabia paints a vibrant picture of entrepreneurial vitality across genders. It reveals that both women and men are not just participating, but also driving, entrepreneurial activities and managing established businesses.
- Individuals between 25 to 54 years of age emerged as the most potent business catalysts. We’d consider those aged 35-54 as our primary focus while treating the 25-34 age group as an influential secondary demographic.
- Aspiring entrepreneurs are motivated by more than just financial success. Their ambitions encompass making a substantial difference in the world and molding businesses that are future-ready.
- The business landscape in the Kingdom is undergoing a positive shift. Both local entrepreneurs and expatriate business owners are proliferating at an impressive rate. As such, we need to ensure that all our communications are bilingual to resonate with both market segments. Furthermore, developing a brand and logo that are appealing, easily readable, and comprehensible to our diverse audience is crucial, solidifying our connection with them.
Determining the Brand Personality
While defining the brand personality, I used the Brand Personality Pyramid approach. Starting at the base of the pyramid, I first outlined the Invisible Traits. Then, gradually moving upwards, I clarified the Visible Traits.
Next, you’ll see a table with elements describing each item within the 161 North East brand personality.
| VALUES & BELIEFS | CULTURE | ATTRIBUTES & BENEFITS | BEHAVIOUR | TONE OF VOICE | LOOK & FEEL |
|---|---|---|---|---|---|
| Premiumness | Approachable | Offering top-notch facilities, services, and experiences | Expert but not cold nor too serious. | Speaks clearly | Classy with a vibrant touch |
| Adaptability | Relatable | Focusing on the user and their company as the center of the brand | Adaptable, and ready for the future. | Straight to the point, and avoids technical words | Looks elegant and modern |
| Modernity | Born from a deep commitment to increasing Saudi Arabia’s economy | Approachable and kind | Helpful | Knowledgeable | Contemporary |
| Growth | Human-centered | Premium and strategic office space with contemporary and state-of-the-art facilities ready for varied work atmospheres | Supportive | Friendly and Inclusive | Minimal, and architectural |
Brand Positioning
Considering the rapid growth of new companies in KSA and the world in the past few years, on top of the new reforms of the Kingdom and the fact that KSA wants to compete with Dubai as one of the regional business hubs, it’s important to stay updated with the fast-moving elements of the business economy.
Hence the suggested positioning for the Business Center is Riyadh’s Prime Hub for Businesses of Today and Tomorrow.
161 North East stands at the intersection of luxury, comfort, and professional excellence. As the centerpiece of Riyadh City Center, we offer businesses a strategic location, unparalleled facilities, and an environment that nurtures growth and success. We’re committed to setting the standard for business hubs in the Middle East, continuously innovating to meet the evolving needs of our clientele. When businesses choose 161 North East, they’re not just selecting a workspace, they’re becoming part of a collaborative community that fosters mutual growth and success.
Designing the Brand
THE LOOK AND FEEL
Drawing inspiration from the look and feel established during the brand strategy, I crafted a mood board that embodies the brand’s essence. Neutral and modern colors, with architectural and geometrical shapes, as well as interesting masks that highlight the logo.
THE LOGO
I passed my brand strategy and art direction to the designers, and they were able to craft interesting options for the logo. The winning one is represented below, with the 161 as the main element of the logo accompanied by the rest of the brand’s name in English and Arabic.
The thickness of the 161 in the logo gave us room to create beautiful masks and compositions.
THE COLOR PALETTE
I have handpicked a palette embodying a sense of luxury, featuring opulent shades of gold and deep navy blue. These colors harmoniously merge with the soothing neutrality of white and beige. Incorporating subtle hints of teal in both its light and dark variants, this projects a unique touch to the overall aesthetic.
THE TYPOGRAPHY
We kept the same fonts from the logo for the typography set, 29LT Bukra for the headings and subheading that combines perfectly with Objectivity for the body text in English, and Almarai in Arabic.
THE GRAPHICAL ELEMENTS AND PATTERNS
In this phase of the project, I immersed myself in the craft of developing diverse graphic elements and patterns. I chose to playfully interact with the 161 from the logo, morphing it into an array of intriguing designs.
THE PHOTOGRAPHY STYLE AND COMPOSITIONS
While I determined the art direction for the photography style, my team created several executions. They masterfully crafted a range of visually striking compositions, destined for social media and a variety of print materials. Each of these compositions flawlessly integrated the bespoke graphical elements that I provided, ensuring a cohesive visual language across all platforms.
The Collaterals
The client presented us with an extensive array of both digital and print collateral needs. This list ranged from eye-catching signage and sophisticated business cards to unique email signatures, stickers, customized coasters, and elegant stationery. Below you can find a curated selection of these items.
In The Making
While 161 North East is still a work in progress, witnessing the vibrant life our creative endeavors have brought to the site has been an absolute delight.
