Our Pride Lies in Our Nature.
KAUST paired each of the six traits in the 2026 National Day identity with a member of its own community, telling their stories instead of using celebrities or institutional branding.
- Brand
- KAUST
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Every organisation in the Kingdom works from the same official National Day identity, which makes campaigns look alike. KAUST wanted its contribution to come from its people rather than its logo.
The idea
Courage, vision, authenticity, determination, generosity and hospitality were each matched with a KAUST researcher, student or staff member and a story from their work in science, technology, sustainability or knowledge transfer. Portraits, group images and video ran on KAUST's social channels and campus screens, with a toolkit for staff and students to share them.
Case study source: Campaign Middle East Source ↗
