Adhlal
Bringing Together the Saudi Design Ecosystem Through An Impactful Communication Strategy
Challenge
Adhlal is a research-based consultancy that helps bring the Saudi design community together. Their role is to provide insights into the role of design in potential economic growth, business and career development, linking designers and manufacturers and more.
With the main goal of establishing themselves as an authority on design in Saudi Arabia, they commissioned Blue Hat to create a Digital Communication Strategy that would position Adhlal as the leading social enterprise that connects the dots between the main players in the design ecosystem in Saudi Arabia.
Intervention
Blue Hat aimed to establish Adhlal as the best partner to achieve a thriving Saudi design ecosystem that supports design initiatives and professionals in growing locally and exporting internationally.
Our main goals through this Digital communication strategy was to:
Raise awareness on Adhlal within the design ecosystem
Bringing awareness to Adhlal’s research and consultancy services to acquire clients in the industry and build trust.Engage with the design ecosystem
Adopt a two-way conversation to recognize and interact with the design ecosystem in Saudi Arabia which includes connecting professionals to each other, celebrating successes, advancing their careers, etc.Establish Adhlal as the main link in the design ecosystem
Showcase Adhlal’s expertise and knowledge in supporting the design ecosystem to get “what they need to know'' through impactful content.
Results
Our strategy work commenced with secondary research, in order to harness any new trends and best practices in the industry. This involved looking at design community examples but also beyond in order to implement associational thinking when needed. Our research techniques also included qualitative methods, where we performed in depth interviews with different members of the Saudi Design Ecosystem, including designers, manufacturers, and academia. Following that, we conducted a digital audit to understand where the strengths and missed opportunities lie for Adhlal.
After gathering all of our insights, we set the strategic aims, which promotes defining the brand personality, target audience, and communication themes tailored for each segment of the target audience.For the visual guidelines, we kick-started the project by diving into the brand’s identity and understanding the direction previously designed, its purpose and its desired outcome.
Respectively, the guidelines worked upon followed a bold character to imply the leadership role in the entity’s presence.
This character was built by harnessing and pushing the different possibilities of type, color & imagery combination to create the most effective outcome. We have taken the super hero green and explored the different visual outcomes of the brand’s graphic system.
The boldness of the visual direction was manifested by the strong contrast between white, black & green which created a grounded character for the overall look and feel.
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