Launching a national savings initiative with trust, clarity, and presence
As part of Saudi Arabia’s Vision 2030 to promote a culture of saving, the National Debt Management Center introduced a new national savings product targeted at individuals.
While the initiative had national importance, it lacked a distinctive brand identity or communication framework that could clearly and persuasively convey its purpose to the public.
The challenge was to develop a brand presence that reflects a national vision—approachable, modern, and motivating for a diverse audience.
Research revealed that target audiences were looking for savings products that are trustworthy, easy to understand, and aligned with their long-term aspirations.
We identified a clear disconnect between traditional saving narratives and the evolving expectations of younger, goal-driven segments.
Moreover, analysis showed that strong visual identity, clear messaging, and emotional storytelling were essential in building confidence and driving engagement—especially in financial services.
Fitameen began by shaping the brand from its core, developing a visual identity and logo that combined national symbolism with a modern aesthetic—conveying both credibility and ambition.
We then launched a fully integrated campaign that included:
- Strategic planning of main and sub-campaigns
- Creative content production, including:
- Static graphics
- Infographics
- Motion design
- Cinematic storytelling through scripted video content
- Ongoing performance tracking to monitor impact and refine the approach
Each deliverable was thoughtfully crafted to make saving feel immediate, relatable, and actionable for the audience.
The campaign successfully positioned the savings product as a trusted national solution, helping build public awareness and engagement.
The brand emerged with a confident voice, a professional presence, and a growing relationship with its audience.
Saudi Genome – King Abdulaziz City for Science and Technology “KACST”
Social Media Account Management – Public Investment Fund (PIF)
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