SURJ is a pioneering sports investment firm in Saudi Arabia and the wider MENA region, with ambitions and reach that extend globally. The mandate was to develop a refreshed brand identity system, reinforce its presence, and elevate its communications across Saudi Arabia and key international markets.

The voices of target audiences and internal stakeholders shaped the new identity, with insights informing solutions to the challenges identified with the visual system, real-world brand application usage and brand recognition. The result is a contemporary brand experience that speaks fluently in the language of the sports where SURJ creates value. As part of a broader communications brief, the creative scope also included the revamp of SURJ’s digital platforms; its website and social media channels, as well as the development of content and visual assets to successfully relaunch and position SURJ as a key contributor to the Kingdom’s thriving sports sector under Vision 2030.

Work carried out while serving as the Head of Brand and Design at FGS Global Middle East.