2020/2021 Winners & Shortlists

Background

The Economic Cities Authority (ECA) is responsible for the promotion and supervision of Saudi Arabia’s burgeoning Economic Cities – a fundamental building block in the ongoing economic diversification within the Kingdom. ECA is a culturally-significant organisation. It plays an important role - not only in how the Kingdom of Saudi Arabia is moving forward, but also in attracting major investment from the MENA region and internationally. Fundamentally, we had to reflect ECA for what it is – a modern, forward-thinking organisation that represents the very best of progressive government in Saudi Arabia, being open, accessible and focused on it customers, clients and partners. Although a brand was already in place, a complete overhaul was required if we were to meet this significant challenge. So it was critical that we immersed ourselves in the Kingdom’s history, its culture and in ECA itself.

Describe the creative idea (40% of vote)

The first stage was to develop a new proposition. This embodiment of ECA’s mission and purpose is vital in promoting the brand’s core message. At this stage, we looked inwardly toward what was driving ECA’s approach. We questioned ourselves and the brand’s key stakeholders, discovering that collaboration, openness and the ease of doing business formed the basis of ECA’s considerable achievements. We knew then this needed to be at the forefront of the brand’s outward facing messaging. Developed in close collaboration with the internal ECA team, and tested robustly with external stakeholders and partners, we arrived at proposition that had relevance and resonance with all key audiences. Our mission was to embed Saudi culture within the brand, while positioning it for an international audience. So we made a number of significant changes.

Describe the execution (40% of vote)

We swapped the emblematic crossed swords for the Rehal, to represent reading and learning. This symbolises the movement and progression of Saudi Arabia into more than just a country: but a knowledge economy. We also redesigned the shaping of the brand logo’s symbolic palm tree. In our redesigned logo, we reshaped the palm tree into a more rounded shape which extended far-reaching branches. This symbolism of ECA’s international reach was mirrored through its branches, reaching out to all corners of the globe. Colour identity has a significant impact on brand interpretation. We reviewed the Pantone references currently in place, and decided upon a colour palette which held a newly revised message. Green represented the more sustainable, growing economy. We used blue to represent strength and stability, which complemented the green to bring to mind both land and sea – reflecting ECA’s economic development inland, offshore and within international trade.

List the results (20% of vote)

• Backed by a newly strengthened brand, ECA has achieved quite remarkable results within the past two years. • In King Abdullah Economic City (KAEC), there are 69 factories operational or under construction, 170 companies operating and an incredible $11+ billion of business investment already attracted. • ECA has overseen the development of King Abdullah port – the second-fastest growing port in the world. • With more than $500 million investment in pharmaceuticals alone, the Economic Cities have helped Saudi Arabia establish itself as the largest market in the MENA region. • More than $1.2 billion has been invested into the logistics sector. • It has overseen the establishment of a world-leading university – with more educational establishments to come. • KAEC is fast becoming a highly desirable tourist attraction, welcoming 276,000 visitors in 2018.