Sah: The Path to Financial Empowerment.

The National Debt Management Center introduced a new national savings product for individuals as part of Vision 2030's push for a culture of saving, but 'it lacked a distinctive brand identity or communication framework that could clearly and persuasively convey its purpose to the public' (fitameen). Sah launched on 1 February 2024 as 'the first savings product intended for individuals and supported by the government' (Arab News).

fitameen built the brand first, with a visual identity and logo that combine 'national symbolism with a modern aesthetic'; the name صح comes from the initials of صكوك حكومية, government sukuk (Okaz). The launch campaign ran static graphics, infographics, motion design and scripted films, among them a live-action film set in a family home with surreal touches and an animated explainer about saving, under #القرار_الصح_بيدك ('the right decision is in your hands'). The product is a Shariah-compliant riyal sukuk issued monthly, from SAR 1,000 to SAR 200,000 per person, sold through approved financial institutions' digital channels (Okaz).