Riyadh Air brand ecosystem.
FutureBrand led the brand strategy and creative direction for Riyadh Air, Saudi Arabia's new digital-first carrier, from positioning and tone of voice to sonic and scent, and coordinated the partners who built it out.
- Brand
- Riyadh Air
- Agency
- FutureBrand
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Launching a premium flagship carrier from scratch is rare. Riyadh Air needed a brand built as a platform for long-term growth, one that would introduce Saudi Arabia to international travellers and work seamlessly across digital and physical touchpoints.
The idea
FutureBrand's Milan team defined the positioning, visual and verbal identity, a full lexicon and tone of voice, sonic and scent identities, loyalty and cargo sub-brands, co-branding rules, airport environments and photography, and brought in the wider network of agency partners. PriestmanGoode designed the logo, livery, cabin interiors, typography and colour palette. The sonic identity and brand theme were developed with Sonicbrand and recorded at Abbey Road Studios in London.
Case study source: FutureBrand Source ↗
Credits
- Brand strategy, identity and creative direction
- FutureBrand
- Creative director, FutureBrand
- Stefano Rivolta
- SVP strategy EMEA, FutureBrand
- Ahmad Badr
- Logo, livery, cabin interiors, typography and colour palette
- PriestmanGoode
- Sonic identity
- Sonicbrand
