Riyadh Air

Few opportunities in branding are as ambitious as creating a new national airline from the ground up. Fewer still involve launching a carrier with the potential to reshape the future of global aviation.

When Riyadh Air set out to become Saudi Arabia's new premium airline, its ambition went far beyond connecting destinations. As a digital-native carrier and a key enabler of Saudi Vision 2030, it sought to create a seamless travel experience that reflected the Kingdom's evolving role on the global stage.

FutureBrand partnered with Riyadh Air from the outset, defining the brand strategy and transforming it into a future-ready ecosystem designed to grow with the business. At its heart was a simple but powerful idea: bringing people, cultures and opportunities closer together. This principle shaped every aspect of the brand, from visual and verbal identity to sonic expression, customer experience, airport environments and communications.

A brand designed to behave across every part of a journey needs more than a compelling idea – it needs creative direction that brings its expressions together. Working across an international network of specialist partners, FutureBrand led the creative vision to ensure every element worked together as one coherent system. The cabin interior, livery, logo, typography and brand colour palette were designed by PriestmanGoode, while the sonic identity was developed with Sonicbrand and recorded at Abbey Road Studios, extended this multisensory approach across physical and digital touchpoints.