Branding the $28bn Saudi Industrial Development Fund
The Kingdom of Saudi Arabia has seen astonishing growth in recent decades. As the economy shifts from its dependency on oil, the Saudi Industrial Development Fund (SIDF) has been tasked with reshaping the industrial landscape and supporting the growth of priority sectors including alternative energy, logistics and mining.
We helped them signal the change in their mandate as they work towards Saudi’s Vision 2030.
What we delivered
– Leadership consultation
– Interviews with Saudi’s industrial leaders
– Logo and visual identity system development
– Brand launch film
– Brand guidelines
Communicating partnership with business and industry
Our research with industrial leaders showed that SIDF’s due diligence was highly respected, and that being backed by SIDF made it easier to unlock further investment from other financial institutions.
This insight led to a new brand strategy focused on SIDF’s role as a financial enabler and partner to industry. It’s a positioning embodied in the new interlocking logo.
Signalling big change
With the audacious goal of investing over $100 billion in two years, SIDF needed a brand that had stature and would build its presence at home and internationally. The new graphic identity confidently positions SIDF as a flag-bearer for Saudi’s bold industrial vision. The visual identity system reflects national pride through the strong use of green, and hexagons, an important form in Islamic geometry.
Capturing Saudi’s fast growing industrial landscape
SIDF wanted to signal to the world its new strategic remit and readiness to co-invest in a range of new sectors. Rather than relying on stock photography, we organised a two-week photoshoot across the Kingdom of Saudi Arabia, resulting in a set of beautiful, authentic industrial images that dramatise the reality and scale of the industrial transformation underway.
A fast track programme
Delivered in just six months, from start to finish,the brand programme culminated in a high profile launch to VIPs and Saudi industrialists. Coinciding with the announcement of the SIDF’s new mandate, the launch marked a significant step on SIDF’s journey towards Saudi Vision 2030.