Onea Mihai Alin
Al Rajhi Hospitality
The rebranding of Al Rajhi’s Hospitality Department aimed to establish a distinct identity that conveys the department’s commitment to excellence and premium customer service. By combining a luxurious aesthetic with continuity and professionalism, the new branding elevates the department’s presence within the market, emphasizing its role in providi
Part 1: Visual Direction for Hospitality
The first phase of the rebranding focused on refining the department’s visual identity while maintaining continuity with the recognizable Al Rajhi symbol. The central design featured the word "Hospitality" rendered in a luxurious, hand-written font, symbolizing the personalized care and premium services offered by the bank.
To reinforce the feeling of richness and exclusivity, the font was complemented by a gold finish, evoking a sense of wealth and premium treatment. Additionally, a set of minimalistic, line-based illustrations was created, mirroring the clean and stable design of the main symbol. This continuity emphasized the department’s focus on consistency, care, and a future-oriented vision.
Part 2: Real Estate Development Visual Strategy
In collaboration with strategic partners, the second phase involved crafting a visual direction for the department’s upcoming real estate development projects. The focus was on presenting key information in a clear and engaging manner through infographics, key statistics, and graphics designed to attract investors.
The visual materials featured a cohesive blend of imagery and design that echoed the brand’s luxurious tone. These elements not only communicated essential information but also maintained the elegance and professionalism of the brand, ensuring alignment with its target audience’s expectations.
Part 3: Project Financial Documents
The third phase of the project addressed the visual presentation of critical financial documents for real estate development projects. These documents detailed financial requirements, processes, approaches, timelines, schedules, payments, and action plans.
The design emphasized clarity and organization, ensuring that complex information was accessible and easy to understand for investors. Elegant layouts, a structured hierarchy, and consistent use of the branding elements ensured that these materials maintained the premium feel of the overall brand while being highly functional.
Conclusion
The rebranding of Al Rajhi’s Hospitality Department successfully balances luxury, professionalism, and stability. By integrating a gold-accented, hand-written font with minimalistic line illustrations, the branding conveys a sense of care and exclusivity. The visual strategies for real estate developments and financial documents further reinforce the department’s premium positioning, providing clarity and confidence to investors and customers alike. This comprehensive approach ensures the Hospitality Department is recognized as a leader in offering exceptional care and strategic innovation within the banking sector.
