NEOM
By Landor - London
For Public Investment Fund
Highly Commended in category Design & Branding
In subcategory Identity and Branding - Publications and Annual Reports
Project Description
$500 billion project. 360°campaign. 52 days to create the blueprint for a new civilisation.
Challenges don’t come much bigger than this.
The Public Investment Fund of Saudi Arabia tasked Landor with bringing to life the 2030 vision for a ‘Destination of the Future’ — a ‘new-age nation’ spanning 26,500km of green-field land.
Designed to attract the world’s most inventive, imaginative and disruptive minds to its dedicated economic zones, our challenge was to launch a future-looking vision from a Kingdom that’s often seen as being stuck in the past.
Challenges don’t come much bigger than this.
The Public Investment Fund of Saudi Arabia tasked Landor with bringing to life the 2030 vision for a ‘Destination of the Future’ — a ‘new-age nation’ spanning 26,500km of green-field land.
Designed to attract the world’s most inventive, imaginative and disruptive minds to its dedicated economic zones, our challenge was to launch a future-looking vision from a Kingdom that’s often seen as being stuck in the past.
Agency Solution
Our leading insight was, ‘you can’t build a new future using patterns of the past’.
We reimagined an innovative future. On a mission to build a better tomorrow, today. A new way of working. A new way of living. A whole new era. Not just seizing the day but seizing the century.
A brand narrative; an integrated, multi-channel global campaign; a launch experience; an open-source design competition; a name and identity; all brought NEOM to life.
NEOM has five key KPI’s: nature, liveability, sustainability, community, and technology. We made sure that each was embedded into the heart of the idea and identity — with all five perfectly balanced, working in harmony. Everything from the logo to the future development of the land itself demonstrated this.
We reimagined an innovative future. On a mission to build a better tomorrow, today. A new way of working. A new way of living. A whole new era. Not just seizing the day but seizing the century.
A brand narrative; an integrated, multi-channel global campaign; a launch experience; an open-source design competition; a name and identity; all brought NEOM to life.
NEOM has five key KPI’s: nature, liveability, sustainability, community, and technology. We made sure that each was embedded into the heart of the idea and identity — with all five perfectly balanced, working in harmony. Everything from the logo to the future development of the land itself demonstrated this.