driving change, changing perceptions
and uniting an industry.
Making knowledge accessible for everyone's success
empowering the design industry in Saudi Arabia with the knowledge it needs to grow and succeed.
Founded by HRH Princess Nourah AlFaisal, Adhlal is a Saudi-based social enterprise that is seeking to transform local perceptions of design as a 'hobby', to one of an industry with considerable social, economic and cultural significance.
Saudi Arabia is a land of extraordinary contrasts, where a bustling and vibrant 21st century lives side by side with centuries-old traditions.
Driven by the trading and movement of a chiefly nomadic Bedouin population, design has historically played an essential role in the cultural and social development of the Kingdom.
As both a survival and artistic method, design was adopted by the Bedouin for sustainable use in a rich mixture of architecture, arts and crafts, textiles, jewellery, writing, pottery, woodwork, weaving, and many other disciplines.
So it was something of a surprise when, after an extensive 3-year long study into the state of the design industry in the Kingdom, Adhlal discovered that designers were almost unanimous in expressing their collective frustration that design is not considered a 'serious' profession in Saudi society.
It is a perception that Adhlal are working hard to change. However before they could begin to effectively dispel this myth, the team would need to address a more pressing misperception - their own.
Driven by the trading and movement of a chiefly nomadic Bedouin population, design has historically played an essential role in the cultural and social development of the Kingdom.
As both a survival and artistic method, design was adopted by the Bedouin for sustainable use in a rich mixture of architecture, arts and crafts, textiles, jewellery, writing, pottery, woodwork, weaving, and many other disciplines.
So it was something of a surprise when, after an extensive 3-year long study into the state of the design industry in the Kingdom, Adhlal discovered that designers were almost unanimous in expressing their collective frustration that design is not considered a 'serious' profession in Saudi society.
It is a perception that Adhlal are working hard to change. However before they could begin to effectively dispel this myth, the team would need to address a more pressing misperception - their own.
Adhlal had been suffering a mis-match in their internal perception of their purpose and function, and the one articulated to, and understood by their external audiences.
This confusion often led to the mis-characterisation of Adhlal as some sort of design agency, and employees and clients alike would often need a lengthy orientation simply to understand correctly who Adhlal are, and what they do.
To help them bridge this gap, Adhlal invited us to perform a brand audit; a comprehensive review of their identity, positioning, and messaging.
This confusion often led to the mis-characterisation of Adhlal as some sort of design agency, and employees and clients alike would often need a lengthy orientation simply to understand correctly who Adhlal are, and what they do.
To help them bridge this gap, Adhlal invited us to perform a brand audit; a comprehensive review of their identity, positioning, and messaging.
Visual Identity
Adhlals existing visual identity lacked authority and cohesion
As an aspiring industry leader, Adhlal wanted a brand that engendered trust, and conveyed authority.
Their existing visual identity was weakened by soft pastel colours, a vague and confusing sub-logo, a lack of visual hierarchy, and most importantly a logo devoid of gravitas and weight.
Positioning
Without a clearly defined brand positioning, audiences were left confused as to function and benefits Adhlal provides to the Saudi design industry.
Messaging
Adhlals messaging was sporadic and without structure or clarity, combined with vague and often flowery language that only served to add further to the confusion around the brand.
A new beginning
We worked extensively with Adhlal to create an entirely new brand strategy that brings focus and clarity to the brand. And we identified industry needs and opportunities for success, tailoring the brand narrative to specfic audience groups.
The transmission of knowledge is a fundamental part of Saudi culture and heritage; we leveraged this as the core platform for Adhlal's positioning, messaging, and identity design system.
The transmission of knowledge is a fundamental part of Saudi culture and heritage; we leveraged this as the core platform for Adhlal's positioning, messaging, and identity design system.
A new brand narrative helps communicate Adhlal's key strengths, builds on the strategy and highlights expertise and core values.
The visual identity system is rooted in Saudi heritage and culture. The logotype is based on the centuries-old Kufic script that was vital to the transmission of early Islamic texts. The graphical device is derived from the Saudi national emblem, whilst the colours are a vibrant and modern refesh of traditional Saudi colours. And a new bold and unique visual language and information hierarchy helps to better deliver the brand and messaging to Adhlal's audiences.
Officially unveiled at the Saudi Design Festival, the new brand has catapulted Adhlal to the forefront of the Saudi design industry, and established them as the Kingdom's leading social enterprise for design advocacy.
And new positioning and messaging platform is allowing Adhlal to communicate with audiences better than ever before, with engagement at a record high.
And new positioning and messaging platform is allowing Adhlal to communicate with audiences better than ever before, with engagement at a record high.
