Riyadh Air
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Designing the future of aviation
Few opportunities in branding are as ambitious as creating a new national airline from the ground up. Fewer still involve launching a carrier with the potential to reshape the future of global aviation.
When Riyadh Air set out to become Saudi Arabia's new premium airline, its ambition went far beyond connecting destinations. As a digital-native carrier and a key enabler of Saudi Vision 2030, it sought to create a seamless travel experience that reflected the Kingdom's evolving role on the global stage.
FutureBrand partnered with Riyadh Air from the outset, defining the brand strategy and transforming it into a future-ready ecosystem designed to grow with the business. At its heart was a simple but powerful idea: bringing people, cultures and opportunities closer together. This principle shaped every aspect of the brand, from visual and verbal identity to sonic expression, customer experience, airport environments and communications.
Working across an international network of specialist partners, FutureBrand led the creative vision to ensure every element worked together as one coherent system. The sonic identity, developed with Sonicbrand and recorded at Abbey Road Studios, extended this multisensory approach across physical and digital touchpoints.
More than an airline launch, Riyadh Air is a global brand built for a new era of travel: ambitious, connected and designed to evolve.
"What excited us most was the opportunity to lead the creative direction across the entire project and coordinate the international teams shaping every aspect of the brand. It was a rare chance to contribute to a far-reaching initiative drawing on world-class expertise, building an entirely new identity capable of delivering a seamless customer experience."
Stefano Rivolta, Creative Director, FutureBrand Milan
"Working with FutureBrand has been a highly collaborative and dynamic experience. They have brought real creativity, always underpinned by clear strategic thinking, and have been agile and responsive throughout."
Osamah Alnuaiser, SVP Marketing & Corporate Communications, Riyadh Air"The result is a future-facing brand platform designed to evolve alongside the airline, positioning it at the forefront of global aviation. It aligns seamlessly with Saudi Vision 2030, the programme reshaping the foundations of the Saudi economy and transforming the Kingdom into an international destination for tourism, culture and society."
Ahmad Badr, Senior Vice President, Strategy, EMEA, FutureBrand
