SITE is Saudi Arabia’s leading technology and cybersecurity company, backed by PIF. The rebrand positioned SITE as a trusted enabler of national and global innovation. Shifting perceptions from a local provider to a visionary tech leader.
The new identity draws from the architecture of Saudi fortresses, symbolising protection and strength, while sharp triangular cuts in the wordmark express precision and forward motion. Representing SITE’s agility and innovative, modern approach to solving complex challenges. The visual system was designed to feel confident, adaptive and distinctly Saudi, framing security as the foundation of progress, using the brandmark as a uniquely ownable ‘container’ that allows a glimpse into the worlds SITE protects.
The project project encompassed a full rebrand, from brand strategy and architecture to identity and implementation. The work included the creation of an extensive brand website defining visual, verbal, sonic, scent and experience branding.
My role spanned from early strategy and brand architecture workshops to collaborating with the lead Design Director on the identity development, helping define the concept, visual identity and a comprehensive brand system across visual, verbal, sonic, scent and experience branding.
The new identity draws from the architecture of Saudi fortresses, symbolising protection and strength, while sharp triangular cuts in the wordmark express precision and forward motion. Representing SITE’s agility and innovative, modern approach to solving complex challenges. The visual system was designed to feel confident, adaptive and distinctly Saudi, framing security as the foundation of progress, using the brandmark as a uniquely ownable ‘container’ that allows a glimpse into the worlds SITE protects.
The project project encompassed a full rebrand, from brand strategy and architecture to identity and implementation. The work included the creation of an extensive brand website defining visual, verbal, sonic, scent and experience branding.
My role spanned from early strategy and brand architecture workshops to collaborating with the lead Design Director on the identity development, helping define the concept, visual identity and a comprehensive brand system across visual, verbal, sonic, scent and experience branding.
Agency — BOND
Client — SITE
Scope — Brand Identity, Experience Design
Role — Design Director
Year — 2022 - 2024