G20 · Saudia Airlines

In an effort to increase awareness and experience of the authentic Saudi culture, Saudia Airlines and the Ministry of Culture came together in this Brand Experience project. The project aimed at embedded elements of the Kingdom's culture in every step of the airline's customers' journey.

With such intent, this holistic design project mapped an entire visual and experiencial identity to Saudia Airline's customer journey covering moments from online check in, to In-Flight entertainment, airplane livery, and crew uniforms.

The ultimate goal was for passangers to travel throughout the Kingdom and experience its cultural diversity through the many shapes, colors, scents and sounds integrated into this brand ecosystem.