The project began with a very clear brief from His Excellency Khalid Abdullah Al Molhem: ‘a simple elegant airline’. One that captures: “The Best of Arabia.” Our challenge? How to capture the beauty and warmth of the Arab world in an airline? And how to move Saudia from a 3 Star to a 4 Star airline?
We began by immersing ourselves in the culture, etiquette and aesthetics of the region in search of the emotional connection. Our creative response was to create a place that felt like home, wherever in the world the passenger happened to board.To manifest this, we created a new name – Saudia – a new identity, a new attitude, and a completely new aesthetic.