2020/2021 Winners & Shortlists

Background

Saudia Cargo is the leading provider of ground handling services for international air cargo carriers operating at the Kingdom of Saudi Arabia's main international airports Jeddah (JED), Riyadh (RUH), Dammam (DMM) and Al Madina (MED). Ground handling is preparing to become independent from Saudia Cargo and act as a separate entity. The new company, Saudi Arabian Logistics (SAL) will expand from being ground handling into a full Logistics, becoming the leading logistics hub in the Gulf area and its environments, capable of trade paths effective connectivity between three continents: Asia, Europe and Africa. SAL has been positioned and designed to be worthy in stature as a customer-focused logistics ecosystem made up of people committed to helping their partners & customers achieve their their personal and professional goals.

Describe the creative idea (40% of vote)

Commencing with the very name (SAL), the strategic intent is brought to life, manifesting in acronym form that we are truly connected amongst ourselves and throughout our international network, dedicated to finding the way… across oceans, (by Sea) flying in the skies, (by Air) and running on rails and on highways. (by Land). This being said, SAL is being dramatically ‘re-professionalized’ with a complete re-vamp of training and development programs and initiatives in hiring, training and development of internal HRs as well as new partners and collaborators, destined to make the organization a robust logistics leader, prepared to ‘deliver’ what matters most to people & communities, to businesses & industries and even to entire countries. To sum up the ambition of evolving to become a driving force in national and regional transformation, the mandate ismade clear in the Brand Claim developed for the entity: SAL Delivering impact

Describe the execution (40% of vote)

SAL means a fresh start for the company. We've developed a comprehensive identity/branding programme that helped SAL to establish their own framework, agreed with all its audiences, creating that belonging sense. This programme contains: + Brand strategy (Brand Narrative, Archetype, The purpose, The Positioning, The Insight, Values, Personality, Brand Promise, Brand Definition Model, Manifesto) + Visual guidelines (Basic elements, Logotype, Claim and Placement, Color Palette, Typography, Pattern, Photographic style, Stationary, Environmental design, Communication; Icon style, merchandising)

List the results (20% of vote)

Being a brand without precedent and an entity that goes 'far beyond' metrely the 'CARGO arm' of the national flag Carrier airline. Universally, people look for happiness, fulfilment and a balanced lifestyle …by becoming the definitive source for logistics / distribution and commercial ‘fulfilment’ for providers of products and services, SAL is destined to facilitate the ‘enrichment’ of people’s lives. The rise of ecommerce is one the most significant trends in KSA and the Gulf…trom AMAZON to Pharma, international & global digital commerce enterprise will noe be able to count pn an agile, efficient and affective ‘local’ arm to empower their business in these key markets. Consumer behavior has changed: there’s a demand for greater transparency and convenience : SAL’s digitization imperative and and new streamlining of processes and procedures (including an unprecedented FastTrak initiatives) will meet demands for security, ‘predicatibility’ of delivery dates and ‘traceability’ of ‘commerce in progress'