Creating a brand identity to reflect heritage and progression

Background

Economic Cities And Special Economic Zones Authority (ECZA) is the organisation responsible for the promotion and supervision of Saudi Arabia’s burgeoning Economic Cities and Special Economic Zones – a fundamental building block in the ongoing economic diversification within the Kingdom.

Challenge

Create a new identity and clear positioning that pitches ECZA as a progressive, thoroughly modern KSA body, while retaining concepts of heritage, supervision, custodianship and regulation.

It should align the organisation’s goals seamlessly with those set out in the Saudi Vision 2030.

Solution

A truly collaborative process. Working with investors, agencies and master developers, we conducted in-depth studies and extensive market research. Collecting visual influences from Saudi culture, landscapes, architecture and history allowed us to get right to the heart and soul of the organisation.

We then put together a package that included:

· A cohesive vision, mission and purpose.

· A visual personality, created from the ground up.

· A modernised logo, incorporating a fresh reimagining of the instantly recognisable Saudi crossed swords and palm logo.

· A unified brand that has a forward-looking flavour, while retaining its sense of heritage and gravitas.