Zaya Rikaz

Inspired by a new and thriving generation of Saudis, ZAYA builds homes for the future. Spearheaded by Saudi Arabia’s most innovative real estate developer, Rikaz, and guided by the government’s Vision 2030, ZAYA creates vibrant and dynamic communities that generate value and security for their residents. Conway+ joined team to help build a brand that fosters long-term value and establishes ZAYA as an innovative and visionary residential developer.

With 56% of the Saudi population under the age of 35, we were tasked with developing a brand identity that resonates with this affluent and growing market segment. To capture the attention of the target and highlight the company’s elevated yet attainable homes, we utilized an inspirational and empathetic approach to positioning.

Building a brand that is relevant to the Saudi market was a critical objective. Our market experts developed Arabic and English content in tandem, always ensuring that ZAYA’S essence shone throughout. The ZAYA English logo is inspired by Arabic calligraphy, blending broad strokes with pointed serifs to create a distinctive and timeless personality. The form of the icon offers a simple visual reference, inspired by sand dunes, symbolizing the fusion of the Saudi landscape and culture.