From runway to routine
Modernising a national carrier's visual language
A long-standing airline brand due for a visual update, not a reinvention.
We led the rebrand and brand transformation for Saudia — refreshing the visual positioning across passenger touchpoints while keeping the trust already built over decades.
The idea was simple: welcome the world into a future built on the Kingdom's own legacy. The rebrand moves Saudia away from a generic global-airline look and toward Saudi identity itself — green, blue and sand tones now run through the logo, palette, illustrations and patterns.
The transformation goes beyond visuals. Tone of voice, product lines and the Group's own structure were reshaped alongside it, positioning the airline for its next era — a story tied closely to Saudi Arabia's Vision 2030 ambitions for tourism and economic growth.
What does a national airline rebrand involve?
A rebrand at this scale covers visual identity (logo, colour, typography), tone of voice, product lines and how the organisation communicates internally and externally — not just a new coat of paint.
Does Enterpresent work on brand transformation projects in Saudi Arabia?
Yes — Saudia's rebrand is one of Enterpresent's Saudi Arabia engagements, alongside brand strategy work for Riyadh Air.