Orchestrating a Global Opportunity for Change

NEOM, located in the northwestern part of Saudi Arabia, is a global opportunity for change; a human accelerative process, putting people first and speaking to this opportunity, assuming that we are always learning, adapting, elevating and thriving.

With Saudi significance and global relevance, NEOM intends to give the world viable opportunities for a sustainable future as it rediscovers opportunity; making the world, and not just Saudi Arabia, the perfect habitat for all forms of life that call it home today, and will call it home tomorrow.

How to Grant Relevance to the New Model for Urban Sustainable Living

Built from scratch, NEOM is striving for innovation, designed to be the new model for urban sustainable living. The challenge NEOM was facing was that it needed more relevance and credibility.

We needed to crystalize a strong positioning and a narrative that connected with people and articulated the story and ambitions of NEOM clearly; calculating how to build a positioning that resonates and connects with the relevant demographics, narrating the story of NEOM, and grounding the region into something tangible that people can connect with

NARRATING NEOM AS A SUBSTANTIAL BRAND

We started off by determining NEOM’s benchmarks, local and international, understanding why similar projects did or did not roll out effectively, in order to be able to craft a positioning for NEOM that they could own and a promise that they could deliver on: “Made to Change”.

From this messaging, the campaign evolved and expanded across the world; creating a global opportunity for change, positioning NEOM as the world’s largest project and as a region, rather than a city or a giga project. We created a strategy around this statement, leading the companies associated with the campaign and overseeing the approval of the application of the messaging identity.

NEOM: THE NEXT CIVILIZATION

Through our work for NEOM, we executed the brand’s strategy and came up with the main messaging house, pursuit, and intent. It’s the next citizen community. From that brand positioning work, we oversaw the development of the “Made to Change” campaign that was executed by a number of multinational partners to deliver on the strategy and the positioning developed.

Communicating a global narrative from a local perspective, the new positioning for NEOM is the next civilization, a global opportunity for change.

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Malik Road, Jeddah, KSA

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