Designing an Iconic Lifestyle Destination Brand of the Future

Being a premiere gateway setting a new global standard of living, King Abdullah Financial District (KAFD) strives to communicate its vision to the world with an exciting new perspective. To do this, we have worked with KAFD to create a brand identity that reinforces what they stand for and helps them to enable people to connect with this city within a city.

The Challenge

Everybody knew about KAFD, but it had been solely positioned as a hub for business and finance. When it was decided that KAFD would be repositioned as a more vibrant lifestyle destination, a fresh perspective was needed that would help write the new story for the brand. KAFD was now to be constructed as a mixed-use development providing an abundance of services. The challenge at hand was therefore developing a brand identity for KAFD that accurately reflected the revamped personality of this modern district.

The Process

We began our process with identifying the possible brand associations for this new brand and conducting research and benchmarking similar brands around the world. We also worked with the KAFD team to identify their target audiences whose personas we mapped. This enabled us to define the brand story and craft the identity according to how we wanted KAFD to be perceived by these target audiences. This led to the creation of different design concepts that helped to translate our brand story. The chosen design concept was then taken forward and used to design an identity that would help to garner loyalty and evoke the superior experiences KAFD provides.

The Experience

KAFD is a driving force enabling economic and social transformation across the Kingdom, and is therefore a magnet for infrastructure investment and human capital development. Keeping this in mind, we coined the slogan for KAFD, “Experience Possibility”, showcasing how the district is a gateway to a world of possibilities where people come to lay the foundation of dreams, of innovation and of endless belief that nothing is impossible and that everything is attainable. We accordingly created a brand identity that resonates with this ethos; not only is it visually stunning but it’s elegant, modern and meaningful design is reflective of a premier location with so much potential to offer, representing all the promise of the future.

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hello@taurus.co.com

ADDRESS

Suite 301,
3rd Floor, Jana Heights,
Malik Road, Jeddah, KSA

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