01 — Background
Established 2015, with a mandate.
Bidaya was established in 2015 with a vision and mandate to provide home ownership to middle and lower income Saudi households — a segment the existing finance market was not built to serve.
Brand DNA, identity and a 360 communication system for a Saudi home finance company set up to put ownership within reach of middle and lower income households.
Bidaya was established in 2015 with a vision and mandate to provide home ownership to middle and lower income Saudi households — a segment the existing finance market was not built to serve.
Saudis aged 30–45. Monthly household income SAR 8,000–18,000. Currently renting, or living with parents and family. Would really like to own their own home.
Build a robust brand based on a relevant and differentiated Brand DNA. Design the new identity, then create a 360 communication system to go to market.
Giving a generation of Saudi nationals an opportunity to live the life they choose — and in turn helping the Kingdom fulfil its mandate on the stability and security of its citizens.
Every organisation has a public identity — formed partly by the look of its printed materials and communications, and partly by how it behaves. Each element contributes to the overall impression people hold, and to the values it projects.
When an identification programme is coordinated, it projects a unified character that reinforces every activity the organisation undertakes — and, in many cases, makes it more cost-effective to operate.
