Corporate Brand Strategy and Identity for Dammam Airports Company

Context

Dammam Airports Company was established in 2017 to manage, operate and develop King Fahd International Airport in Saudi Arabia's Eastern Province.

Its creation formed part of a wider transformation of Saudi Arabia's aviation sector, with increasing commercialisation of airport operations and a greater emphasis on connectivity, service standards and the contribution of aviation to national economic development.

As a newly established organisation, DACO needed to define what it stood for and create a corporate brand capable of representing its role as both an airport operator and a driver of aviation development.

Challenge

DACO needed to establish recognition and credibility as a new corporate entity while maintaining a clear relationship with the established King Fahd International Airport brand.

The challenge was therefore both strategic and architectural: how should the airport company and airport brand relate to one another?

The new identity needed to reflect DACO's values of being professional, dependable and forward-looking, while providing sufficient flexibility for KFIA to retain its own passenger-facing role within the wider brand system.

At the same time, the brand needed to express the ambition of a progressive Saudi aviation organisation contributing to connectivity, economic development and national transformation.

Solution

Working with DACO, Aeron developed an entirely new visual and verbal identity system designed to position the organisation as a modern, confident and progressive airport company.

Building on the values of professional, dependable and forward-looking, we created a visual system intended to feel approachable, dynamic and enduring across corporate and aviation environments.

An important part of the engagement was brand architecture. Aeron established a clear relationship between the DACO corporate identity and King Fahd International Airport, enabling the airport brand to sit coherently within the parent company system while retaining the flexibility required for its own audiences and experiences.

The identity was developed across relevant communications and airport infrastructure touchpoints, supported by a comprehensive framework for implementation.

Aeron also created a dedicated brand film to introduce the new DACO brand and communicate the organisation's ambition to employees, partners and stakeholders.

Result

The new DACO brand was launched in 2017, with Aeron's brand film forming part of the introduction of the new organisation and identity.

The work provided DACO with a distinctive corporate brand and a coherent architecture for managing the relationship between the airport operating company and King Fahd International Airport.

The resulting system created a stronger foundation for corporate communications and future implementation across the organisation, while establishing DACO as a progressive participant in the transformation of Saudi Arabia's aviation sector.

Aeron continued to support both DACO and KFIA as the identities were implemented and developed across their respective corporate and airport environments.