• Transform magazine
  • June 21, 2024


Transform Live Saudi 2024


Transform Live Saudi 2024

Transform Live Saudi 2024


8:00 AM

Registration and breakfast

8:25 AM

Welcome and opening address


Andrew Thomas
Transform magazine

8:30 AM

Project Giddam: Uniting passion for Saudi fans at Qatar World Cup 2022

The Saudi Arabian Football Federation worked with Gene Branding to create Project Giddam, the transformative brand campaign that rallied the fans of the Saudi national team at the 2022 FIFA World Cup. This session will explore the initial challenges, strategic briefs, creative solutions, and impactful results of uniting a diverse fanbase under one identity, creating a lasting legacy in sports fandom.

Gene Branding

Ahmed AlAbdullatif
Creative director and CEO
Gene Branding

9:05 AM

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 and head of strategy



9:40 AM

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  
10:10 AM

Coffee and networking


10:30 AM

Crafting differentiation: A timeless lesson in creating luxury brands

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 to create a brand that was hailed for masterful typography, a strong creative strategy, well-considered brand development and stunning design. 

Brand Lounge Logo RGB R1

Fatima Patel
Brand strategist
Brand Lounge

Mo Saad
Head of design and creative impact
Brand Lounge

11:05 AM

The power of sonic identity: Unveiling the sound of AROYA Cruises

Cruise Saudi, a 100% PIF owned company is transforming the meaning of Holidays in Arabia by bringing the cruising industry to its shores with AROYA Cruises – the Kingdom's inaugural cruise line. Charting the course to become a local and regional icon, it needed a sonic identity that was up to parr. How do you create a Remarkably Arabian sound that is representative of Saudi Arabia today? And how can sonic branding be used to enhance the brand and experience across all touchpoints? Get a behind the scenes into the strategy and process behind the Sound of Aroya with MassiveMusic.

Massivemusic A Songtradr Company Logo

Pierre Carnet
Managing director, Dubai

Júlia dos Santos
Director of partnerships, MENA

11:40 AM

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   


12:10 PM

Lunch and networking

12:50 PM

Enabling infinite connectivity: The evolution of Arabsat

Arabsat required a new brand strategy to shift the position of the company from a pure satellite operator into a communications and services company.

OMNIA developed a powerful new proposition around enabling a world of infinite possibilities and empowering the company towards the future of communications and space solutions.

The refreshed Arabsat brand was showcased at the International Broadcasting Exhibition 2023 in Amsterdam. With Arabsat unveiling its new brand identity, reflecting its evolving strategies and its dedication to staying at the forefront of satellite technology. Showcasing Arabsat to be a global provider of anything that can be delivered from space to the world.

Omnia Logo (1)

Steve Haysom

Rick Nugent
Head of design and innovation

1:25 PM

Redefining an iconic national brand

In 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. The rebrand is 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, the national carrier of Saudi Arabia, in collaboration with the Landor team.


Landor Logo WM Pos Blue RGB

Daniel Taylor
Executive director, client services

2:00 PM

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
2:30 PM

Coffee and networking

2:50 PM

Creating a future where everyone wins: Unifying the private, public and third sectors in Saudi Arabia

Consultancy firm Mukatafa is the only organisation in the Kingdom of Saudi Arabia that has worked actively towards the collaboration and integration of private, public and third sectors, with the purpose of realising solutions in order to shape and grow a better Saudi economy.

In this session, Skyne shows how they created focus and direction for Mukatafa’s main purpose and objectives, making their brands cohesive and understandable to the key demographic, so that Mukatafa could become a leading pioneer in their field of advocacy between communities, policy makers and the private sector.


Dennis de Rond

3:25 PM

Every great design starts with a great story: The persuasive art of brand storytelling

In this session, attendees will embark on a journey into the heart of All About Brands' core principles for crafting a compelling brand that can truly connect, persuade and influence mindset, beliefs and behaviour. 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.


4:00 PM

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
4:30 PM

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: Riyadh Marriott Hotel, 8333 King Saud Road, Al Wizarat District, Riyadh, Saudi Arabia, 12622​​




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.