Riyadh Air

The moment

A national airline with a logo, a colour and a launch date. The identity needed to become a working brand: a media library, a tone of voice, an icon system and a consistent presence across every surface a passenger would meet. The first flight was coming. It all had to feel like one airline.

The standard

A technology company that happens to fly, with Najdi DNA throughout. The internal ambition brought together Apple’s clarity, Virgin Atlantic’s character and Red Bull’s energy, in a Saudi voice. I held that standard across brand extension with the identity agency, Arabic and English tone of voice, iconography for digital, app, onboard and headquarters, cabin, uniform, the sonic identity recorded at Abbey Road, and the films and campaigns that brought it together.

What happened

The global cabin reveal in April 2025 was the moment people had been waiting for: the first look inside the aircraft, staged at the Jeddah Yacht Club during the Formula 1 weekend. I steered the creative vision hand in glove with a global event agency, from the concept and the event itself to the content inside it, designing bespoke spaces that used light to bring the brand to life. It went out to global press coverage. Before that, the Dubai Airshow pavilion gave the public its first chance to feel the airline, with a CGI tunnel of both liveries and an augmented-reality reveal of the second livery over the aircraft outside.