Innovating E-Services

Saudi Arabia

When the Ministry of Interior in the Kingdom of Saudi Arabia sought to launch its latest e-service, it approached Brash to develop the brand strategy to best connect and engage with its audience to maximize acceptance and participation.


We understood that this service would act as the cornerstone of KSA’s development into a mature economy, and high levels of uptake would be crucial for the country’s future.

Understanding the stages of the experience (information, interaction, transaction, integration, participation) informed the role and scope of the brand, enabling us to not only connect but also accurately reflect Absher’s future forward strategy.


To provoke trial and maintain high usage, the experience had to be highly intuitive and engaging. Hence, our efforts had been entirely focused on an optimal hassle-free user experience that would facilitate participation and generate quality content.


Since it's launch, Absher has empowered users to not only use the Government’s eServices but to also participate in the ongoing dialogue, becoming active citizens of an effective e-Government without compromising on the importance of security and privacy.