Brand Guidelines | Brand Identity | Positioning | Tone of Voice
Industrial Valley is a purpose-built industrial zone inside of King Abdullah Economic City (KAEC), a brand new city state taking shape along the Eastern shores of The Red Sea, and the largest privately-funded new city in the world. Industrial Valley occupies a full third of KAEC’s total land area, and has been designed to serve businesses across six major industry sectors, including Logistics, Pharmaceuticals, and FMCG.
When we were appointed to create the brand identity for Industrial Valley, we were already immersed in the world of KAEC, having created the master brand for KAEC itself as well as a ‘house of brands’ architecture and identity system for the many housing and commercial developments being built within the city.
KAEC offers a holistic vision of living and working in Saudi Arabia and Industrial Valley plays a vital role in making KAEC an ideal location for businesses. It offers world-class import, export and distribution capabilities due to its proximity to King Abdullah Port, the deepest and largest port in the Middle East, and excellent road and rail transport links into the Kingdom.
Despite all of these advantages, Industrial Valley as a proposition was too intangible and abstract in the minds of potential clients. We needed to create an identity and an underlying brand ethos that would cement its real-world value as a viable and essential location.
Whilst developing the brand strategy, we identified the one common desire that every potential tenant shares: to grow.
We felt very strongly that the Industrial Valley brand would strike a deeper chord with target audiences if it we could make this an implicit part of the brand’s DNA, which led us to define their core proposition as: ‘Your Growth Matters’.
We looked at Industrial Valley’s key benefits: its strategic location – on the Red Sea coastline and one of the world’s busiest shipping routes, accessibility – due to the nearby mega port and the Haramain railway, and fully bespoke solutions for tenants – Industrial Valley has the flexibility to cater to the needs of every individual tenant.
These three things; location, accessibility, and bespoke solutions, gave us three corners of a triangle that encompasses the complete Industrial Valley offer, and this formed the shape of the the marque – a triangle with a pronounced upward tilt that suggests growth and prosperity, while the blue-green colour palette signifies Industrial Valley’s easy access to both land and sea.
“There's an awful lot of stretch with this identity and even now we're still finding new things to do with it.”
Paul Marshall, Creative Director
The visual language took the triangle and colour palette further, allowing it to be used across all communications, including guidelines, event concepts, brochures, signage, campaigns everything.
As soon as the brand started to roll out, the client could see just how much scope and flexibility we’d built into the identity, enabling it to remain fresh and distinctive.
Since launching the brand, Industrial Valley has been extremely successful – attracting over 100 of the world’s largest national and international industrial companies.
Of these, more than thirty companies currently have purpose-designed facilities being built inside Industrial Valley, whilst many more are already up and running.
Industrial Valley has won:
Best Creative Strategy Gold, Transform MENA 2015
Best Visual Identity (Industrial & Basic Materials) Gold, Transform MENA 2015