Embodying the brand’s active purpose ‘helping every generation to make their mark’ and point of differentiation (tailored service), we created a brand that is truly Saudi, timeless and through a dynamic identity, unique to every client. Anchored in a simple hexagon, a foundational shape for Arabic geometry — the identity ensures all brand components are harmonious at any scale or medium. The hexagon informs not just pattern, but also iconography, illustration, even art direction through the use of angles and lines within composition.