Saudia

Results: 4 star airline status with Skytrax. Ask: a very clear brief from His Excellency Khalid Abdullah Al Molhem: ‘a simple elegant airline’. One that captures: “The Best of Arabia.”  Issue: How to capture the beauty and warmth of the Arab world in an airline? And how to move Saudia from a 3 Star to a 4 Star airline? Answer: We began by immersing ourselves in the culture, etiquette and aesthetics of the region in search of the emotional connection. Our creative response was to create a place that felt like home, wherever in the world the passenger happened to board.To manifest this, we created a new name – Saudia – a new identity, a new attitude, and a completely new aesthetic. Inspired by the beauty of the desert – its subtle hues and harmonious palette –we created a calming interior space in which to transcend one’s earthbound worries and enjoy the hospitality and tranquility of this national carrier. For an airline that acts as the airborne gateway to the Holy City, this was important.