GACA (General Authority of Civil Aviation) has selected O2 KSA to develop the brand identity of the Saudi Domestic Airports and O2 has worked closely with the client to identify the branding challenge and new brand positioning. O2 has conducted several ‘Oxygen’ session workshops after which we found the right direction for the logo. After designing the logo, we could then start on activating the brand by creating the collaterals, from gates branding to uniforms to the airport signage. The collection of these materials was the biggest challenge for us, and so far the client has been very pleased with the creative direction of KSA’s domestic airports, which will continue to be developed in the coming months by the O2 team in Jeddah.