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As a fresh new brand in Saudi Arabia, Sahel has to communicate its offer and brand to many different stakeholders. A corporate website was created to launch the new brand, and an entire system of retail brand communications was developed by Circle to feature on forecourts as the brand was rolled out. Using the simple core idea and the brand toolkit created by Circle, the Sahel marketing department have applied the brand consistently and effectively on and off-line.


An invigorated set of brand communications and promotional tools to help Allied compete more effectively.

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A distinctive brand identity and set of marketing tools to help attract high profile event sponsors and attendees for OpenRoom.

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A sharper, more confident identity to help Principle Group compete in the global market.

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