Riyadh Air brand ecosystem

FutureBrand built the airline's whole identity end to end: positioning, visual identity, tone of voice and lexicon, plus loyalty and cargo sub-brands, co-branding architecture and airport collateral. It also has a sonic identity and a scent, the sound made with Sonicbrand and recorded at Abbey Road, and FutureBrand onboarded the other agencies that execute it.

The brief

International travellers, for a new Saudi carrier built from scratch to showcase the Kingdom.

The idea

FutureBrand built the whole brand: positioning, visual identity, voice and vocabulary, loyalty and cargo sub-brands, airport materials, plus a sonic identity recorded at Abbey Road and a signature scent.

What to borrow

Designing every sense and sub-brand at once lets a new airline launch with one coherent personality.

Brand	Riyadh Air
Agency	FutureBrand
Talent	Not named
Channels	OOH, digital, in-store
Source	Design Week