Transforming a Saudi Conglomerate for a New Era

In the lead-up to the grand launch, we activated a strategic internal teaser campaign. We gradually built anticipation among employees and event attendees by utilizing Rawabi's intranet, emailers, TV screens, and roll-up banners. Each touchpoint heightened curiosity and excitement, setting the stage for the event. The carefully timed messages left everyone eager for what was to come.

Before the event, we carefully designed and conceptualized a gallery-like experience for guests to immerse themselves in the journey leading to Rawabi's brand transformation. Upon arrival at the Rawabi HQ lobby, guests were surrounded by touchpoints that showcased the legacy branding—such as the welcome wall, flags, and TV screens—offering a moment of reflection on the company's heritage. The experience was crafted to encourage social interaction while building excitement for the reveal of the new identity. The intimate atmosphere, with soft lighting and exclusive seating, set the stage for what was to come as guests enjoyed coffee and conversations before being ushered into the event hall for the big reveal.

The GCEO and leadership team took the stage for a powerful keynote, accompanied by an immersive visual presentation. The moment was marked by the activation of a touch-sensitive cube, unveiling the bold new Rawabi identity and setting a visionary tone for the company's future. In a symbolic gesture, the Chairman pinned the new identity onto the GCEO and VP, marking a moment of pride, and uniting Rawabi's legacy and future. Swag kits were handed out, adding a personal touch to the experience.

Upon exiting the auditorium, guests were guided through a branded exhibit featuring interactive elements that brought Rawabi's new identity to life, offering an engaging and immersive experience. The hall that showcased the old branding was transformed during the presentation, now reflecting the new Rawabi brand. We deployed a range of interactive touchpoints that brought Rawabi's values to life, creating moments of discovery and meaningful engagement. Key activation points included digital displays, and immersive visuals, all working together to reinforce the new brand's message.

Guests explored Rawabi's values and took part in interactive quizzes, creating a personal connection to the brand's mission and future direction.

Thoughtfully conceptualized giveaways were handed out, leaving a lasting impression and serving as a tangible reminder of Rawabi's new brand journey. Aligned with Rawabi's ESG initiatives, all items were eco-friendly and sustainably produced, reinforcing the company's commitment to responsible growth and environmental stewardship.

Our launch video captured the entire experience, showcasing the energy, excitement, and key moments of Rawabi's brand evolution.