Preparing the Next Generation of Saudi Leaders

Saudi Arabia’s Vision 2030 is a roadmap for how the Kingdom’s ambitions can be achieved using the nation’s intrinsic strengths. At the heart of this potential are the Kingdom’s people, bold and relentless leaders with the mindsets and capabilities that empower them to effect change and make Vision 2030 a reality.

2030 Leaders is a program that is all about seeding, developing, and enabling Saudi leaders; providing them with a development program and learning tools, taking them to the next level, and creating high-impact individuals who will make significant contributions to the acceleration of Saudi Arabia’s transformation agenda through taking on senior national leadership roles. It was therefore essential to give a distinct program like the Misk Foundation’s 2030 Leaders an identity and digital presence that was just as unique.

Empowering Influential Leaders

The 2030 Leaders program has been designed to create that next level of impact as it equips leaders, already influential in their own right, with the tools that empower them to challenge convention, lead the Kingdom, and deliver on Vision 2030 goals. The challenge was to build the essence of this exceptional leadership program, including defining its intent and pursuit, while determining the optimum brand architecture; as a program that was co-branded with the Misk Foundation, or as a program that stood on its own. Regardless of the path chosen, it was imperative that a brand was created that spoke to these natural born leaders, appealing to them in a way that was fitting for individuals with their experience.

Building the Essence of Misk’s 2030 Leadership Program

Understanding the stakeholders was a key step in forming our initial thinking; we held a design sprint with them where we obtained their input on what the 2030 Leaders program means to them and to the Misk Foundation, the relationship between the program and the Misk Foundation, and how this is a mutually beneficial opportunity for both entities. This provided us with the background needed to develop the program’s identity and essence.

We began by assessing the program’s personality, and accordingly developed the essence of the 2030 Leaders brand, outlining the brand story and other relevant aspects. This enabled us to then approach the brand design in a way that portrayed the program for everything that it is and everything that it is designed to achieve. In parallel, we worked on the personas of the program’s target audience and users. Once the branding and identity for the 2030 Leaders program was approved, we worked on the design, technical development and testing of the 2030 Leaders website.

A STRONG BRAND POSITIONING IS THE KEY TO SUCCESS

The 2030 Leaders program is the first of its kind in the Kingdom; a program that is as ambitious as the Vision it is designed to facilitate. As a sub-brand under the Misk Foundation, it empowers today those who will lead tomorrow by seeking out the top performers, achievers and those known to lead in their domain/community. It empowers them with skills, knowledge and know-how through a cutting-edge program that is intrinsically local, purpose-led, and focused on experiential and reflective learning; enabling them to lead the transformation of the Kingdom.

We kickstarted and created the brand’s positioning and brand promise that were then taken into action and delivered on to explain the narrative and objectives of the 2030 Leaders program. This strong brand promise has been instrumental in the success of the program itself. By giving the program an identity that espoused the principles upheld by its target audiences and did justice to its ambitious vision, we were helping sow the seeds of history in the making, supporting the leaders who would become the heroes of transformation.

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