Top 100 Saudi Innovative Brands
The Challenge
Our Client was about further developing and re-branding an already existing innovation /competition program, to make it more appealing for the western markets.
The Solution
As strategic advisors, we’ve created an entirely new competition/event concept and brand, including visuals, processes, the launch website and voice of tone for the Client and also provided a hands-on support on the execution.
Outcome
The new program has become a powerful vehicle for different industries by putting more focus on innovation and the new generation of companies and design-wise more in line with the global trends.
Innovation as a driver
We made innovation the new DNA of the platform, making it the main pillar of all activities and communication, that’ how the new name ‘Top 100 Saudi Innovative Brands’ was born. This aligned the purpose of the platform with the strategy of the country to not only focus on oil export but also on the development and export of innovation across specific sectors.
To further support the above mentioned initiative, the competition has been transformed into 10 categories instead of one list of 100 selected companies and individuals. For instance, categories for tech startups, female innovative business leaders and most innovative hospitality experience have been added. Through these categories valuable data can be collected, business networks can be created and strong communication channels to a specific sector are able to be established.
Re-launching a brand with history
The main purpose of the project was to reinvent the existing competition called ‘Top 100 Brands’ owned by the media company Al-Watan. Firstly this was because of a wish to develop the brand into a platform rather than just a competition and an award ceremony, secondly because the Kingdom of Saudi Arabia has been going through a transformation in society as well as in business which the client also wanted the brand to reflect.
Main element in project
Competition Framework
An entirely new competition framework was deigned to support the new focus on innovation and vision of creating a business platform.
Business platform
An important part of the project was to develop a strong business model that could be used to carry the new platform beyond sponsorships.
Brand Identity
The new brand was carefully created to fit the local culture as well as the vision with the platform to also make it appealling to the western world.
Consulting
We supported the project for 12 months including the re-launch of the brand. We supported through online tools as well as by being on the ground.
Supporting Vision 2030
The new platform was created to support the 2030 vision of the country. The categories can be changed every year so they can follow the development and the needs of the society. Not only in regards to business but also in regard to other goals from the 2030 vision such as getting more women integrated into workforce.
