• Transform magazine
  • February 25, 2024


Transform Live Saudi 2024


Transform Live Saudi 2024

Transform Live Saudi 2024



Registration and breakfast


Welcome and opening address


Andrew Thomas
Transform magazine


Unveiling 'Mo Universe': A journey into Right Grain's innovative brand creation and experience

Right Grain is a Saudi experience-based food and beverage company, developing and operating innovative concepts in food and entertainment experiences. This session focuses on the creation of Mo, a new bakery and espresso bar within its brand portfolio. Gene Branding helped Right Grain create the 'Mo universe,' with a unique shapeshifting design, and the integration of Latin and Arabic wordmarks in this stand-out piece of brand creation. Delegates will see how the power of experimentation, community interaction, and a well-distinguished brand system has earned praise from many quarters for its innovation and distinctiveness.

Right Grain

Right Grain


A focus on youth – things to consider when creating a youth focused brand within an existing portfolio

For a brand to be relevant it needs to be meaningful. But not all brands can be meaningful to everyone. Sometimes to build meaning you need to develop a new brand and value proposition that is solely targeted at a specific segment.

Many banks and telecoms see the youth market as an underserved segment that can impact their long-term ability to grow. The challenge is how to appeal to youth, do so in a way that is both cost effective and builds credibility with a segment.

In this session Bellwether will share insights gained from working with banks and telecoms to create youth focused brands. They will share their work done in creating Oodi (part of Zain) and TAM (from Kuwait Finance House) both youth focused independent brands.



Pierre Lategan
Partner - Head of strategy

Dee Murphy
Partner - Managing director




Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design. 

Choose from a range of topics including:

  • Audio branding – how can Saudi brands make sure their sound reflects both authentic culture and modern ambitions 
  • Building brand equity
  • How to create a brand name that tells a story  

Coffee and networking



Crafting differentiation: A timeless lesson in creating luxury brands and packaging

Charles Zuber is a high-end watch and jewelry maker; a recent addition to the world of luxury Swiss ateliers. This session will explore how an exuberant, bold visual identity and innovative packaging created a unique brand differentiation in a competitive market. Brand Lounge merged tradition with daring modernity, creating a brand that was hailed for masterful typography, a strong creative strategy, well considered brand development and stunning design.  

Charleszuber Logo

Sabrina Bergopsom
Marketing director
Charles Zuber

Brand Lounge Logo RGB R1

Hasan Fadlallah
Founder & CEO
Brand Lounge

Mo Saad
Head of design and creative impact
Brand Lounge


The power of sonic identity: Unveiling 'The Sound of Aramco' and the audio brand of alrajhi bank

When Aramco worked with MassiveMusic to create ‘The Sound of Aramco’, they developed a sonic logo, a sonic DNA and a library of over 25 branded music adaptations. This session focuses on the audio brands of Aramco and alrajhi bank, helping delegates discover the strategies and insights of audio branding, exploring how sound shapes brand identity and creates lasting connections with stakeholders.  

Massivemusic A Songtradr Company Logo

Pierre Carnet
Managing director, Dubai

Júlia dos Santos
Director of partnerships MENA


Transform roundtable discussions

An unrivalled opportunity for delegates to collaboratively discuss real-world brand strategy and design challenges. These sessions provide a unique opportunity to brainstorm solutions, share experiences, and collectively develop ideas. 

Choose from a range of topics including:

  • Saudi Arabia's rebranding efforts – shaping a nation's perceptions 
  • Making it personal – creating the right brand image and personality
  • The compound effect of visual and verbal identity   



Lunch and networking


Moving with the sector: Mubadala Energy's brand journey towards sustainability

Abu Dhabi-headquartered upstream oil and gas company Mubadala Energy needed to keep up with the global evolution in the energy landscape. Brand agency Omnia created a fresh, forward-thinking narrative in alignment with strategic goals. It created an innovative identity, symbolizing progress towards sustainability, with a vibrant palette that mirrored the company’s transition. 

Omnia Logo (1)

Steve Haysom

Rick Nugent
Head of design and innovation


Redefining an iconic national brand

At this session, we will explore how the Saudia rebrand successfully aligned the airline with its cultural roots, elevating its unique identity and setting it apart in the global aviation industry, making it a true embodiment of the Kingdom's national identity whilst also paying homage to the rich legacy of the brand. We will focus on the brand-led transformation of Saudia Airlines, the national carrier of Saudi Arabia, in collaboration with the Landor & Fitch team.


Saudia Airlines

Khaled Tash
Chief marketing officer
Saudia Airlines

Landor Logo WM Pos Blue RGB

Daniel Taylor
Executive director, client services


Transform roundtable discussions

Explore a range of different brand topics in our roundtable discussions. Attendees from various companies and industry sectors come together to share their expertise and experience. 

Choose from a range of topics including:

  • Cultural intelligence – transcending language to connect  and engage
  • Uncovering your brand differentiator 
  • What does good look like – internal and external success factors in brand development

Coffee and networking


Bridging the generations: embracing tradition and innovation with an established brand

Morouj Commodities is a leading food company in Sudan, with the Al Farasha rice brand one of its strongest brands. Skyne fused tradition with innovation to create a new brand strategy and identity that, while feeling contemporary, retained strong Sudanese roots. This session will help delegates with that age-old challenge of attracting a new generation of customers without alienating its existing base.


Dennis de Rond


Every great design starts with a great story: the power of insights and simplicity in branding

In this session, attendees will embark on a journey into the heart of All About Brands' core principles for crafting a compelling brand, centering around the pillars of insight and simplicity. The exploration will come to life through the lens of three award-winning case studies, featuring Manchester City FC, the Special Olympics World Games Abu Dhabi, and Mubadala. The session will delve deep into the unique stories behind each of these iconic brands, shedding light on the strategic steps that propelled them to success.


Transform roundtable discussions

Delve deeper into subjects that are relevant to you by participating in our roundtable discussions. These sessions encourage in-depth exploration of brand strategy and design issues, enabling you to deepen your understanding of specific trends and challenges.

Choose from a range of topics including:

  • Brand development in 2024 – emerging trends and predictions for the year ahead
  • Using sound to project your message and brand identity to an international audience 
  • Rediscovering your brand – focusing on your business model and realigning your brand to it

Closing remarks and event close

Transform Logo RGB 2018

Andrew Thomas
Transform magazine

When & where

Date: 20 May 2024

Timings: 8:00 AM - 4:30 PM AST

Venue: Social Cafe & Roastery, Prince Turki St, King Saud University, Riyadh 12371, Saudi Arabia (subject to change)​​




If you are interested in the wonderful opportunity to sponsor and showcase your brand at Transform Live Saudi 2024, please email Andrew at athomas@transformmagazine.net.

Bespoke packages are available. 

Supporting Partners

If you are interested in being a supporting partner, or would like to cover the Transform Live Saudi 2024, please email Lauren at lditcher@transformmagazine.net.