Alinma unveiled a new corporate identity under the line 'One Step Ahead', with a redesigned visual system built on a deep blue drawn from the Kingdom's seas, copper tones for the desert, and a lavender taken from the Khuzama flower. The bank framed it as the close of its 2025 strategy and a pivot to a customer-first, digital positioning under Vision 2030.
The brief
Alinma Bank's customers in Saudi Arabia, as the bank closed its 2025 strategy and turned to a customer-first, digital position.
The idea
A new identity under 'One Step Ahead', with colours taken from the Kingdom's landscape: deep blue for its seas, copper for the desert, lavender from the Khuzama flower.
What to borrow
Drawing a palette from local landscapes and flora lets a modernising bank look new while still looking local.
