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.

Inspired by the beauty of the desert – its subtle hues and harmonious palette –we created a calming interior space in which to transcend one’s earthbound worries and enjoy the hospitality and tranquility of this national carrier. For an airline that acts as the airborne gateway to the Holy City, this was important.

By focusing on customer experience, we were to develop the ‘The number one regional airline’ and to raise it’s Skytrax rating from 3 to 4 star. And deliver for His Excellency ‘a simple elegant airline’.

Clearly, in a project of such complexity and importance, relationships were key. We were honoured by the respect and appreciation we were given at the highest level and we like to think that we reciprocated this trust with an exceptional job for an exceptional client.

Truly, it was an Honour.