Insight
The economy of Saudi Arabia is diversifying and maturing, driven by a new economic policy aimed at ensuring the Kingdom is able to take on new opportunities as they emerge. As a key piece of the economic ecosystem, the Riyadh Chamber of Commerce and Industry likewise needed to evolve. Brash was appointed to help the Riyadh Chamber of Commerce and Industry do just this, both from a strategic and visual brand perspective.
Idea
Our insights uncovered that an increasingly internationally-aware Saudi audience were seeking to expand their professional networks, and be seen to be ‘linked in’. The new brand therefore focuses on demonstrating the value of belonging to a like-minded professional network. Innovation courses through the network – as members interact through the chamber, they spark fresh ideas and create new ventures.This led to our brand big idea – ‘Multiplying Opportunities’.
Impact
This idea championed the chambers’ role in stimulating new thinking and transforming the country and its economy to further possibility and prosperity, a role that is perfectly illustrated in the chambers’ new visual identity.
