Transform Live Saudi 2024

Registration and breakfast

Welcome and opening address

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.

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.

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

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. 

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.

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

Enabling Infinite Connectivity: The Evolution of Arabsat

The rebranding of Arabsat marked an important milestone in the company’s evolution. They required a new strategy to take them from a pure satellite operator into a communications and services company, striving for number one provider of anything that can be delivered from space to the world.

As a satellite operator with over 47 years’ experience and international ambition, the new brand needed to talk to multiple audiences with varied requirements. Arabsat needed to shift their positioning to ensure its continued relevance in the market.

Omnia developed a powerful NEW proposition around Enabling a world of infinite possibilities, and empowering futures that evolved the company into the future of communications and space solutions.

The refreshed Arabsat brand was showcased on 15th September 2023 at the International Broadcasting Exhibition in Amsterdam. Arabsat used the IBC platform to unveil its new brand identity, reflecting its evolving strategies and its dedication to staying at the forefront of satellite technology, to the global community.

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, 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, the national carrier of Saudi Arabia, in collaboration with the Landor team.

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.

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.

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