01
Franchise
Chapter 03 · Case Study 04 · 2023
ONE CORPORATE FOUNDATION.
Corporate Identity & Group System
Al Waseel Group is a Saudi private-sector company established in 2018 and based in Riyadh. The supplied company material positions the group across construction and sports, supported by a parent identity and distinct business-line signatures. The design challenge was to create a corporate system that could feel unified at group level while remaining practical across communication, documents, environments, and sector-specific applications.
02 · Brand Context
A GROUP BUILT ACROSS BUSINESS LINES.
Structure, Growth, and Sector Clarity
The identity needed to support a parent company and a growing family of business lines without losing recognition. A consistent corporate foundation creates continuity across the group, while secondary colors and descriptors help the individual divisions communicate their roles more clearly.
03 · Logo & Visual System
GEOMETRY CREATED THE COMMON LANGUAGE.
Logo, Pattern, Color, and Type
The Al Waseel Group identity is built around a modular geometric unit that extends from the symbol into a flexible pattern language. A blue corporate base establishes trust and consistency, while supporting colors differentiate the business lines. Alvar Essential Alt and Brando Arabic provide a coordinated bilingual typography system for English and Arabic communication.
04 · Brand Architecture
ONE GROUP. DISTINCT OPERATING IDENTITIES.
Franchise, Sports, and Contracting
The brand tree organizes the parent identity and its operating directions into a coherent family. The group mark remains the visual anchor, while Franchise, Sports, and Contracting use differentiated color signatures to communicate sector focus without disconnecting from the master system.
02
Sports
03
Contracting
05 · Information Design
THE IDENTITY BECAME A CORPORATE NARRATIVE.
Company Profile & Communication Structure
The company profile extends the identity into a structured bilingual narrative covering leadership, history, vision, values, business lines, specifications, and milestones. Large chapter numbers, geometric framing, controlled image areas, and recurring brand units create a consistent information system across the publication.
06 · Brand in Space & Print
A SYSTEM DESIGNED TO OPERATE.
Environment, Stationery, and Daily Touchpoints
The visual system moves from strategy into daily use through facade signage, reception branding, business cards, letterheads, folders, and supporting collateral. The applications demonstrate how the group identity and business-line signatures remain coordinated across physical and administrative touchpoints.
07 · Sports Portfolio — Padel.It
A SPORTS BRAND WITHIN THE GROUP ECOSYSTEM.
Padel.It — Sports-Focused Brand under Al Waseel
As Al Waseel operates across construction and sports, Padel.It is presented as a focused expression of the group’s sports activity. It translates the parent group’s broader corporate presence into a more energetic, consumer-facing identity tailored to padel culture. The circular ball symbol, blue-and-lime palette, dotted pattern, and dynamic typography create a distinct voice while remaining connected to the wider Al Waseel business ecosystem.
08 · Closing
FROM CORPORATE IDENTITY TO OPERATING SYSTEM.
Al Waseel Group demonstrates how one visual foundation can support a parent brand, multiple business lines, structured corporate communication, and real-world applications. The result is a system designed not only to represent the group, but to operate across its expanding activities.