FutureBrand | Saudi Tadawul Group
Saudi Tadawul Group

Saudi Tadawul Group

Creating an IPO-ready brand in MENA

Introduction

The Saudi Exchange is the largest exchange in the MENA region, and with the successful listing of Aramco, it became home to the largest IPO in history and a top 10 global exchange. The Exchange plays a pivotal role in the socioeconomic reform of Saudi Arabia, helping to diversify its economy towards fulfilling its progressive 2030 vision while serving as a bridge between global investors and the region’s economies.

Challenge

In preparation for its own IPO and to stand out in an increasingly competitive environment on the global stage, FutureBrand worked with the Exchange on the reorganisation of its business, creating a new holding company, bringing its subsidiaries into the fold and launching a new innovation and data analytics company.

Our challenge was to elevate the brand story and modernise its image to accommodate the new vision of the organisation and capture its role in putting the region on the global map. We also had to create a new, dual-language naming system that preserved existing equity while setting up each entity for global success. From a brand architecture standpoint, we needed to organise relationships to capture and amplify value within the ecosystem while giving each entity the freedom it needed to succeed in its own right.

It was essential that we positioned the new innovation company within the existing portfolio and build a new brand that could accommodate new thinking and ideas, away from the regulated services of the Exchange.

Solution

Our work with the Tadawul team was multi-faceted, as we engaged various teams to create solutions across brand strategy, identity, naming and brand architecture.

We capitalised on the Tadawul name and elevated it to the group level, creating Saudi Tadawul Group as the group holding company. We then refined the name of the Exchange to Saudi Exchange and tightened the linkages between its subsidiaries under a new, modern visual identity that captured the essence of the region and the brand’s global ambitions. With a powerful story at the heart, we ushered the rise of a new capital of ambition in the region and the world.

While the branded family worked well for existing post-trade services, for the new, unregulated innovation company we needed to manage risk and keep it separated from the Exchange. To this end, we created an independent brand and gave it a distinct and progressive name, story, and identity.

Results

Through our work with the Group, we created a future-proof structure that elevated the ecosystem's value and demonstrated the Group's role locally, regionally and internationally.

The Saudi Tadawul Group became a listed company less than 12 months after the launch of our work. The Group surged on its trading debut after the stock exchange raised $1 billion, marking the biggest exchange IPO since Euronext went public in 2014.