Building the communications identity for Saudi Arabia's AI authority.

SDAIA operates at the intersection of government authority, technology innovation, and public communication — a uniquely complex positioning challenge. The institution needed a communications system that could convey technical credibility to an international AI audience while remaining accessible and inspiring to the Saudi public. The bilingual requirement was non-negotiable, and the visual standards had to match those of the world's leading technology organisations.

We began with an extensive brand audit and stakeholder interviews to understand how SDAIA wanted to be perceived — not just how it currently was. From this strategic foundation, we developed a bilingual communications framework that included messaging architecture, visual identity guidelines for both Arabic and English contexts, content strategy for major platforms, and campaign creative for SDAIA's flagship events including LEAP and the Global AI Summit.

The communications framework delivered consistent, high-quality brand presence across SDAIA's major public touchpoints — from press conferences and international events to social media and government publications. The bilingual identity system was adopted across the organisation and continues to govern SDAIA's communications today.

Brand Building — Updated Perspective Marketing Group