Taiba unveiled a new corporate identity at a Riyadh reveal ceremony, repositioning itself from a hotel-owning investor into an integrated Saudi hospitality platform. The identity runs on a brand theme called The Charm of Welcome and a Forward Hospitality model, drawing on Saudi hosting traditions as the source of the visual and verbal system.
The brief
Investors, partners and guests, for a Saudi company moving from owning hotels to running an integrated hospitality business.
The idea
Taiba unveiled its new company identity at a ceremony in Riyadh, built on the theme 'The Charm of Welcome' and a 'Forward Hospitality' model drawn from Saudi traditions of hosting.
What to borrow
Rooting a corporate identity in a national custom like hosting gives a repositioning a story people already recognise.
