New Branding

FutureBrand has partnered with Riyadh Air to define and develop its new brand ecosystem: an ambitious project designed to bring its vision for the future of aviation to life, establishing it as a pioneering digital airline. Launching a new premium flagship carrier onto the world stage is a rare undertaking in modern aviation, and one that carries both extraordinary challenge and opportunity. Conceived as a next-generation global carrier, the brand was built from the ground up as a strategic platform for long-term growth, innovation and expansion.
Working in close collaboration with Riyadh Air, FutureBrand shaped the brand strategy and built out the ecosystem end to end: positioning, visual identity, tone of voice and full lexicon; sonic and scent; loyalty and Cargo sub-brands; co-branding architecture; airport collateral and photography; alongside onboarding the wider network of agency partners brought in to bring it to life.
The brand idea guided every stage, giving life to an identity that connects cultures and people, showcases the wonders of Saudi Arabia to the world, and blends innovation with the richness of local heritage.
"What excited us most was the opportunity to lead the creative direction across the entire project and coordinate the international teams shaping every aspect of the brand. It was a rare chance to contribute to a far-reaching initiative drawing on world-class expertise, building an entirely new identity capable of delivering a seamless customer experience," explains Stefano Rivolta, Creative Director at FutureBrand.
Central to the work is a multisensory brand experience, where sight, sound, and language move in concert across digital and physical worlds. The sonic identity and brand theme were developed with Sonicbrand® and recorded at Abbey Road Studios in London.
"The result is a future-facing brand platform designed to evolve alongside the airline, positioning it at the forefront of global aviation. It aligns seamlessly with Saudi Vision 2030, the programme reshaping the foundations of the Saudi economy and transforming the Kingdom into an international destination for tourism, culture and society," says Ahmad Badr, Senior Vice President, Strategy, EMEA, FutureBrand.
"Working with FutureBrand has been a highly collaborative and dynamic experience. They have brought real creativity, always underpinned by clear strategic thinking, and have been agile and responsive throughout," says Osamah Alnuaiser, SVP Marketing & Corporate Communications at Riyadh Air.