KAEC has to function on many levels – as a corporate business, a master planner, a developer and a destination. The functionality of each role has to stretch across a very diverse audience base ranging from students to MNC’s to government. The key to our process was the development of a brand architecture that brings immediate clarity to the KAEC brand and provides a framework for the brand’s growth well into the future.
We created a communications framework that allows KAEC to build on key components within the city and adapted KAEC’s existing ‘monolithic’ branding model into a ‘house of brands’ – allowing for much deeper and richer storytelling.
We created distinctive brand identities that brought character and clarity to each of KAEC’s 4 major components: King Abdullah Port, Industrial Valley, Hejaz Gate, and the Coastal Community – a multiplicity of residential developments which comprises 5 districts each with their own separate and unique offerings.