Brand & visual communication · Marketing & campaigns · Web design & development

Al-Arfaj Holding · Brand & Marketing

Strategy, original identity design & implementation

Al-Arfaj Holding

My contribution

An original identity across the holding group.

Created the holding company’s identity from the ground up, developed marketing plans and personally designed corporate profiles, campaigns and board presentations, managing production and implementation.

THE WORK BEHIND THE VIEW

Brand direction carried into company communications.

01 / 05

MY RESPONSIBILITY

Holding identity

Built the original mark, bilingual signature, guidelines, stationery and physical applications.

Let’s discuss your project

The remit | Strategy through delivery

02 / 05

MY RESPONSIBILITY

Marketing plans & board reporting

Connected positioning, channels, proposed budgets, responsibilities and review with company and board-meeting information.

Let’s discuss your project

Group relationships | A connected brand portfolio

03 / 05

MY RESPONSIBILITY

Profiles & technical literature

Developed company profiles for project acquisition, organised project documentation and coordinated agency and product content, including STI/SPX.

Let’s discuss your project

Marketing strategy | A programme for the group

04 / 05

MY RESPONSIBILITY

Digital delivery

Designed Saudi Aircon’s digital presentation; designed, developed and published STI and SPI websites and remain responsible for them.

Let’s discuss your project

Board meetings | Executive communication

05 / 05

MY RESPONSIBILITY

Connected businesses & partners

Developed Dar Kout identity, Nanotek-to-NanoCare marketing, franchise and branch proposals, hotel and Almajdouie campaigns and Mothers product communication.

Let’s discuss your project

Board reporting | From company inputs to executive narrative

THE PROJECT / IN FOCUS

The holding identity and its applications.

THE PROJECT / UNFOLDED

Identities, profiles and company presentations.

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INSIDE THE WORK

10 | Al-Arfaj Holding - Brand, Marketing & Digital Delivery

Project record

01
05 / BRANDING & VISUAL COMMUNICATION
AL-ARFAJHOLDING.
Strategy, identity and communication across a diversified group — from company positioning to design, digital delivery and production.

Source context & credits

05 / BRANDING & VISUAL COMMUNICATIONAL-ARFAJHOLDING.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

The remit | Strategy through delivery

Project record

01
PERSONAL CONTRIBUTION
STRATEGY THROUGH CREATIVE DELIVERY.
Created Al-Arfaj Holding’s identity from scratch, developed marketing strategy and plans, designed communication materials, and managed production and application across its businesses.
02
STRATEGY
Positioning, business priorities, marketing plans and channel direction.
03
DESIGN
Identity systems, corporate profiles, campaigns and management presentations.
04
DELIVERY
Website design and development, production coordination and brand application.

Source context & credits

PERSONAL CONTRIBUTIONSTRATEGY THROUGH CREATIVE DELIVERY.STRATEGYDESIGNDELIVERYSTRATEGY & PLANNING / HANDS-ON DESIGN / PRODUCTION & APPLICATION

PROJECT RECORD

INSIDE THE WORK

Group relationships | A connected brand portfolio

Project record

01
GROUP BRAND RELATIONSHIPS
ONE GROUP. MANY SPECIALISMS.ENGINEERING & INDUSTRY
Saudi Aircon MEP contracting
02
STI / STE
Industrial systems / power
03
SPI / SWS
Composites / welding Renewable Energy Solutions Energy & lighting
04
DESIGN & GROUP BUSINESSES
Dar Kout Architecture & engineering / Egypt Kafaa Factory identity Agricultural Catalyst Group corporate communication
05
CAR CARE & PARTNER MARKETING
Nanotek to Nanocare Brand transition & service marketing Mothers products Local product communication Almajdouie / Hotels Campaign partners, not group companies

Source context & credits

GROUP BRAND RELATIONSHIPSONE GROUP. MANY SPECIALISMS.ENGINEERING & INDUSTRYSTI / STESPI / SWSDESIGN & GROUP BUSINESSESCAR CARE & PARTNER MARKETINGCOMPANY IDENTITIES, SERVICE BRANDS AND CAMPAIGN PARTNERS

PROJECT RECORD

INSIDE THE WORK

Marketing strategy | A programme for the group

Project record

01
A PROGRAMME WITH PURPOSE.
Turn company priorities into a coordinated programme of positioning, content, channels, budgets and review.
02
POSITION
Company context, market opportunities and the role of each business.
03
CONNECT
Profiles, web, press, events and social communication around shared priorities.
04
ORGANISE
Activity planning, team responsibilities, proposed budgets and approval routes.
05
REVIEW
Progress reporting, coordinated updates and periodic evaluation.

Source context & credits

A PROGRAMME WITH PURPOSE.POSITIONCONNECTORGANISEREVIEWBASED ON THE 2018 MARKETING PLAN, DEPARTMENT OUTLINE AND PLANNING BUDGETHOLDING MARKETING PLAN

PROJECT RECORD

INSIDE THE WORK

Board meetings | Executive communication

Project record

01
INFORMATION
FOR DECISIONS.
Prepared and designed board-meeting presentations, bringing company updates, operational information and management inputs into a coherent group presentation.

Source context & credits

INFORMATIONFOR DECISIONS.PRESENTATION MOCKUP / ORIGINAL DESIGNHOLDING / EXECUTIVE COMMUNICATION

PROJECT RECORD

INSIDE THE WORK

Board reporting | From company inputs to executive narrative

Project record

01
HOLDING / BOARD PRESENTATIONS
TURN INFORMATION INTO A NARRATIVE.COLLECT
Bring company updates, project documentation and management inputs into a shared reporting structure.
02
SYNTHESISE
Organise operating context, commercial priorities and progress into a clear reading sequence.
03
VISUALISE
Design the presentation system, diagrams, section structure and supporting material.
04
COORDINATE
Consolidate comments and revised inputs across businesses before management presentations.

Source context & credits

HOLDING / BOARD PRESENTATIONSTURN INFORMATION INTO A NARRATIVE.COLLECTSYNTHESISEVISUALISECOORDINATEAL-ARFAJ HOLDING / SAUDI AIRCON / STI / SWS / CAR-CARE BUSINESS

PROJECT RECORD

INSIDE THE WORK

Technical content. commercial clarity.

Project record

01
STI / AGENCY & PRODUCT COMMUNICATION
TECHNICAL CONTENT.COMMERCIAL CLARITY.
Coordinated agency inputs and prepared product brochures, including SPX-related materials, linking product information with STI’s commercial presentation.

Source context & credits

STI / AGENCY & PRODUCT COMMUNICATIONTECHNICAL CONTENT.COMMERCIAL CLARITY.ORIGINAL ARTWORK / PRESENTATION MOCKUP

PROJECT RECORD

INSIDE THE WORK

Holding identity | Designed from the ground up

Project record

01
AL-ARFAJ HOLDING / ORIGINAL IDENTITY DESIGN
DESIGNED FROM THE GROUND UP.
Created the complete visual identity for Al-Arfaj Holding — from the original mark and bilingual signature to the graphic language, guidelines and everyday applications.
02
CONCEPT & SIGNATURE
Developed the original symbol and its corporate expression.
03
RULES & CONSISTENCY
Established colour, typography, proportion and usage guidance.
04
APPLICATION & PRODUCTION
Designed branded materials and directed their practical application.

Source context & credits

AL-ARFAJ HOLDING / ORIGINAL IDENTITY DESIGNDESIGNED FROM THE GROUND UP.CONCEPT & SIGNATURERULES & CONSISTENCYAPPLICATION & PRODUCTIONORIGINAL BRAND DESIGN / IDENTITY SYSTEM / GUIDELINES / APPLICATION

PROJECT RECORD

INSIDE THE WORK

Holding identity | The logic behind the system

Project record

01
HOLDING / BRAND GUIDELINES
A MARK WITH A SYSTEM BEHIND IT.
Translated the identity into a repeatable visual language: clear-space rules, controlled proportions, a navy-and-gold palette and graphic elements derived from the mark.

Source context & credits

HOLDING / BRAND GUIDELINESA MARK WITH A SYSTEM BEHIND IT.SELECTED ORIGINAL GUIDELINE PAGES / LOGO CONSTRUCTION & GRAPHIC LANGUAGE

PROJECT RECORD

INSIDE THE WORK

Holding identity | A complete family of applications

Project record

01
AL-ARFAJ HOLDING / BRAND APPLICATION
ONE IDENTITY.EVERY DETAIL.
Designed a coherent family of stationery, presentation materials and corporate touchpoints, carrying the same visual language through paper, finish and production.

Source context & credits

AL-ARFAJ HOLDING / BRAND APPLICATIONONE IDENTITY.EVERY DETAIL.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Company identities | Clear and consistent signatures

Project record

01
COMPANY IDENTITY DEVELOPMENT
DISTINCT MARKS. A CONSISTENT STANDARD.SAUDI AIRCON
Refined and applied the identity across corporate literature, stationery, staff identification and project communication.
02
STI
Developed the identity and carried the updated signature into the website, product brochures and commercial presentation.
03
SWS
Developed the mark and its applications across specialist service literature and business communication. A coordinated approach to branding across distinct technical businesses, with each company retaining its own clear market identity.

Source context & credits

COMPANY IDENTITY DEVELOPMENTDISTINCT MARKS. A CONSISTENT STANDARD.SAUDI AIRCONSTISWSCURRENT STI SIGNATURE / SAUDI AIRCON PROFILE SIGNATURE / TRANSPARENT LOGO ARTWORK

PROJECT RECORD

INSIDE THE WORK

Saudi Aircon | Company prequalification

Project record

01
SAUDI AIRCON / CORPORATE PUBLISHING
CAPABILITY,PRESENTED.
Developed and updated corporate and prequalification publications, organising services, resources, project references and technical content to support client engagement and new project opportunities.

Source context & credits

SAUDI AIRCON / CORPORATE PUBLISHINGCAPABILITY,PRESENTED.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Corporate profiles | Editorial direction and technical coordination

Project record

01
CORPORATE PROFILES / CONTENT & COORDINATION
TURN PROJECT EXPERIENCE INTO COMMERCIALCREDIBILITY.
Directed the development of corporate publications: gathering the right information, shaping the narrative and coordinating technical review before final design and production.
02
EDIT & STRUCTURE
Remove unnecessary content and create a purposeful company and project narrative.
03
COORDINATE TECHNICAL INPUT
Work with engineers to clarify project details, scope and supporting information.
04
VERIFY & APPROVE
Update certificates and company records, then route content through management review.
05
DESIGN & KEEP CURRENT
Develop the final artwork and maintain useful, up-to-date editions for client engagement.

Source context & credits

CORPORATE PROFILES / CONTENT & COORDINATIONTURN PROJECT EXPERIENCE INTO COMMERCIALCREDIBILITY.EDIT & STRUCTURECOORDINATE TECHNICAL INPUTVERIFY & APPROVEDESIGN & KEEP CURRENTSAUDI AIRCON / AL-ARFAJ HOLDING / STI / SWS / STE / RENEWABLE ENERGY SOLUTIONS

PROJECT RECORD

INSIDE THE WORK

Saudi Aircon | Website design

Project record

01
WEB DESIGN & DEVELOPMENT
SAUDI AIRCONON SCREEN.
Designed a digital presentation of the company’s services, project capability and contact journey, connecting its web presence with the wider corporate identity.

Source context & credits

WEB DESIGN & DEVELOPMENTSAUDI AIRCONON SCREEN.HOMEABOUTSERVICESPROJECTSCONTACTINTERFACE DESIGN / CONTENT STRUCTUREARCHIVED INTERFACE / SIGNATURE UPDATED FOR PRESENTATION

PROJECT RECORD

INSIDE THE WORK

STI | Design, development and ongoing responsibility

Project record

01
WEB DESIGN & DEVELOPMENT
STION SCREEN.
Designed and developed the complete website, deployed it and remain responsible for its ongoing operation and updates. Connected product families, agency information and technical content with a clear enquiry journey. www.saudi-technic.com

Source context & credits

WEB DESIGN & DEVELOPMENTSTION SCREEN.DESIGN / DEVELOPMENT / DEPLOYMENTONGOING WEBSITE RESPONSIBILITYLIVE WEBSITE CAPTURE / SEPTEMBER 2026 / DEVICE MOCKUP

PROJECT RECORD

INSIDE THE WORK

SPI | Design, development and ongoing responsibility

Project record

01
WEB DESIGN & DEVELOPMENT
SPION SCREEN.
Designed, developed and published the complete website, with ongoing responsibility to the present. Brought the company’s product families, project references and enquiry routes into a coherent digital experience. www.saudi-pultrusion.com

Source context & credits

WEB DESIGN & DEVELOPMENTSPION SCREEN.DESIGN / DEVELOPMENT / DEPLOYMENTONGOING WEBSITE RESPONSIBILITYLIVE WEBSITE CAPTURE / SEPTEMBER 2026 / DEVICE MOCKUP

PROJECT RECORD

INSIDE THE WORK

Digital ownership | From design to ongoing operation

Project record

01
STI + SPI / END-TO-END WEBSITE DELIVERY
BEYOND THE VISUAL INTERFACE.STRUCTURE
Organise the company narrative, navigation and product information.
02
DESIGN & BUILD
Create the interface and develop the complete websites.
03
PUBLISH
Deploy the websites and establish their public online presence.
04
MAINTAIN
Continue managing updates and website responsibilities to the present.

Source context & credits

STI + SPI / END-TO-END WEBSITE DELIVERYBEYOND THE VISUAL INTERFACE.STRUCTUREDESIGN & BUILDPUBLISHMAINTAINSTI / SPI / COMPLETE WEBSITE DELIVERY & ONGOING MANAGEMENT

PROJECT RECORD

INSIDE THE WORK

SPI | Product literature and prequalification

Project record

01
SPI / TECHNICAL & COMMERCIAL LITERATURE
MAKE COMPLEXPRODUCTS CLEAR.
Organised manufacturing capabilities, product families, applications and project references into a practical prequalification publication that supports sales and technical enquiries.

Source context & credits

SPI / TECHNICAL & COMMERCIAL LITERATUREMAKE COMPLEXPRODUCTS CLEAR.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Dar Kout | Architectural brand identity

Project record

01
DAR KOUT / ARCHITECTURE & ENGINEERING
AN IDENTITYWITH STRUCTURE.
Developed the bilingual visual identity for the holding company’s architectural office in Egypt, connecting the mark, typography and presentation materials with its professional field.

Source context & credits

DAR KOUT / ARCHITECTURE & ENGINEERINGAN IDENTITYWITH STRUCTURE.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Dar Kout | Brand language and presentation

Project record

01
DAR KOUT / IDENTITY APPLICATION
ARCHITECTUREIN THE DETAILS.
Extended the architectural character of the mark into a coherent presentation system: bilingual identity, colour, publication styling and client-facing materials.

Source context & credits

DAR KOUT / IDENTITY APPLICATIONARCHITECTUREIN THE DETAILS.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

A brand built to develop.

Project record

01
NANOCARE / FRANCHISE & BUSINESS DEVELOPMENT
A BRAND BUILT TO DEVELOP.
Prepared franchise and business-development materials, connecting the service proposition, proposed operating formats and branch-development priorities.

Source context & credits

NANOCARE / FRANCHISE & BUSINESS DEVELOPMENTA BRAND BUILT TO DEVELOP.ORIGINAL ARTWORK / PRESENTATION MOCKUP

PROJECT RECORD

INSIDE THE WORK

Nanotek to Nanocare | Brand transition

Project record

01
NANOTEK TO NANOCARE
A NEW NAME. A COHERENT EXPERIENCE.NANOTEKNANOCARE
Led the brand and marketing work supporting the transition: a consistent identity, a clearer bilingual service story and coordinated applications across customer communication.
02
POSITION
Protection, tinting, polishing and interior care presented as a coherent range.
03
COMMUNICATE
Profiles, service literature, offers and campaign design.
04
APPLY
Branch materials, customer-facing print and partner communication.

Source context & credits

NANOTEK TO NANOCAREA NEW NAME. A COHERENT EXPERIENCE.NANOTEKNANOCAREPOSITIONCOMMUNICATEAPPLYBRAND TRANSITION / SERVICE CONTENT / MARKETING APPLICATIONS

PROJECT RECORD

INSIDE THE WORK

Nanocare | Marketing and business planning

Project record

01
NANOCARE / MARKETING & BUSINESS PLAN
GIVE GROWTH A STRUCTURE.
Connected brand positioning and service communication with proposed business formats and customer channels.
02
MEGA CENTRES
Full-service format
03
EXPRESS CENTRES
Convenient service access
04
DEALER ALLIANCES
Shared customer channels
05
MOBILE UNITS
Services closer to customers
06
DISTRIBUTION
Product supply and sales
07
FRANCHISING
Brand and operating proposition

Source context & credits

NANOCARE / MARKETING & BUSINESS PLANGIVE GROWTH A STRUCTURE.MEGA CENTRESEXPRESS CENTRESDEALER ALLIANCESMOBILE UNITSDISTRIBUTIONFRANCHISINGPROPOSED BUSINESS FORMATS / MARKETING & PRESENTATION WORK

PROJECT RECORD

INSIDE THE WORK

Nanocare | Hotel partner campaigns

Project record

01
NANOCARE / HOTEL COLLABORATIONS
A CAMPAIGNTHAT CONNECTS.
Designed co-branded vouchers and partner-specific offers, translating the Nanocare service proposition into a consistent customer touchpoint for hotel collaborations.

Source context & credits

NANOCARE / HOTEL COLLABORATIONSA CAMPAIGNTHAT CONNECTS.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Nanocare and Almajdouie | Customer handover materials

Project record

01
NANOCARE + HYUNDAI ALMAJDOUIE
CONNECTEDBY DESIGN.
Designed the co-branded voucher system and customer handover materials, balancing dealer identity, bilingual service details and practical fulfilment information.

Source context & credits

NANOCARE + HYUNDAI ALMAJDOUIECONNECTEDBY DESIGN.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Nanocare | Loyalty campaign and point-of-service communication

Project record

01
NANOCARE / CUSTOMER COMMUNICATION
MAKE THEOFFER CLEAR.
Designed the Nano Plus campaign and service-benefit communication, translating the loyalty proposition into bilingual flyers and practical materials for the customer counter.

Source context & credits

NANOCARE / CUSTOMER COMMUNICATIONMAKE THEOFFER CLEAR.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Nanocare | Branch experience and service activation

Project record

01
NANOCARE / BRANCH EXPERIENCE
A BRANDCUSTOMERS SEE.
Developed branch-improvement proposals and service communication: reception, signage, waiting-area materials and promotional displays, coordinating the presentation for management review.

Source context & credits

NANOCARE / BRANCH EXPERIENCEA BRANDCUSTOMERS SEE.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Mothers products | Local product marketing

Project record

01
MOTHERS PRODUCTS / NANOCARE
DETAIL THATSUPPORTS SALES.
Developed local product communication and catalogue layouts, organising Arabic and English descriptions, product families, pack information and imagery for the sales audience.
02
PRESENTATION MOCKUP / ORIGINAL DESIGN
Nano Care was Mothers’ official agent and authorized distributor in Saudi Arabia. I held end-to-end responsibility for operations, marketing strategy, hands-on design and sales-support communication.

Source context & credits

MOTHERS PRODUCTS / NANOCAREDETAIL THATSUPPORTS SALES.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Internal communication | Employee handbook

Project record

01
HOLDING / INTERNAL COMMUNICATION
THE BRANDFROM WITHIN.
Designed employee-handbook and internal communication materials, giving company information and HR content a clear structure within the holding identity.

Source context & credits

HOLDING / INTERNAL COMMUNICATIONTHE BRANDFROM WITHIN.PRESENTATION MOCKUP / ORIGINAL DESIGN

PROJECT RECORD

INSIDE THE WORK

Physical identity | Signage and production

Project record

01
PHYSICAL IDENTITY / PRODUCTION
IDENTITYIN SPACE.
Translated the identity into signage and physical applications, coordinating site requirements, artwork, dimensions, materials and suppliers through production.

Source context & credits

PHYSICAL IDENTITY / PRODUCTIONIDENTITYIN SPACE.ORIGINAL BOOTH CONCEPT / PRESENTATION MOCKUP

PROJECT RECORD

INSIDE THE WORK

Creative production | Brief through delivery

Project record

01
STRATEGY / DESIGN / COORDINATION / DELIVERY
A CONNECTED PRACTICE.
A single creative remit connecting business requirements, hands-on design and the practical work of bringing communication into use.
02
DEFINE
Company inputs, objectives, priorities and content requirements.
03
CREATE
Identity, publications, presentations, websites and campaigns.
04
COORDINATE
Management reviews, partner inputs, suppliers and production specifications.
05
DELIVER & UPDATE
Final artwork, implementation materials, revised editions and ongoing website work.

Source context & credits

STRATEGY / DESIGN / COORDINATION / DELIVERYA CONNECTED PRACTICE.DEFINECREATECOORDINATEDELIVER & UPDATEAL-ARFAJ HOLDING / SELECTED BRAND, MARKETING & DIGITAL WORK