Riyadh Air new brand ecosystem aims to redefine global aviation

The young premium carrier needed to bring its vision for the future of aviation to the forefront of its brand with clarity. Riyadh Air teamed up with strategy and design company FutureBrand to shape a brand strategy and an end-to-end built ecosystem.

FutureBrand was tasked with engineering the positioning, visual identity, tone of voice and full lexicon to its brand ecosystem, bringing the airline’s digital-first approach to life.

The revised brand identity connects cultures and people, showcasing the wonders of Saudi Arabia by blending innovation with the richness of local heritage.

The work creates a multisensory brand experience, blending sight, sound and language across digital and physical worlds. The sonic identity and theme were made with Sonicbrand and recorded at Abbey Road Studios in London.

"What excited us most was the opportunity to lead the creative direction across the entire project and coordinate the international teams shaping every aspect of the brand,” says Stefano Rivolta, creative director at FutureBrand. “It was a rare chance to contribute to a far-reaching initiative drawing on world-class expertise, building an entirely new identity capable of delivering a seamless customer experience.”