Project Description

In a country shaped by its youth, Al Rajhi Humanitarian Foundation plays a vital role in empowering the next generation. Founded in 2016 as a national non-profit, its mission centers on enabling young people, supporting purposeful initiatives, and building sustainable solutions that align with Saudi Arabia’s Vision 2030. As the foundation’s work grew in scale and influence, so did the need for a stronger, more intentional visual identity — one that could express clarity, structure, and trust, while staying deeply human. The brand needed to speak to both institutional stakeholders and the communities it serves. The challenge wasn’t to create something new, but to make what already exists more visible, more connected, and more future-ready. Our rebrand began with strategy. At the heart of the foundation lie three core pillars: Enabling Policies, Empowered Entities, and Advanced Solutions. We translated each into a distinct visual form — slanted bars to express forward-moving policies, structured blocks to reflect organizational strength, and layered lines to represent growth and adaptability. These symbols became the building blocks of the new identity system. We expanded this system with custom 3D visuals and minimal line illustrations — combining function and emotion. The visuals reflect core values like collaboration, innovation, and impact, while maintaining a sense of balance and calm across all brand expressions. The brand’s signature green remains as a familiar anchor, now supported by an expanded palette that introduces warmth, contrast, and flexibility — allowing the identity to scale across digital and print contexts with consistency and character. To bring everything together, we designed and developed the foundation’s website — a digital hub where the new identity takes shape. Structured layouts, dynamic components, and accessible design make the site both practical and expressive, reflecting the foundation’s mission to lead with purpose. This rebrand repositions Al Rajhi Humanitarian as more than a grant-making organization. It becomes a voice for empowerment, a platform for innovation, and a modern brand built for impact that lasts.