The merging of two worlds: Mukatafa, uniting the public and private sector in Saudi Arabia.

Nov 1, 2020 | Announcements, Branding, Branding Insights, Design, Doing business in The Middle East, Positioning, Project News, Strategy

Mukatafa is the only organization in the Kingdom that has worked actively towards the collaboration and integration of private & public sectors, with the purpose of realising solutions in order to shape and grow a better Saudi economy.

Mobilizing industry leaders and developing partnerships as advocacy specialists, Mukatafa is driven to execute solutions that have an impact. Impact that will improve the business environments, ensuring job opportunities, employment growth, and a better quality of life.

Spearheaded by HH Prince Mohammed Bin Salman and with the management of Mukatafa group’s CEO, Waleed al Saud, two associations under Mukatafa’s support have already been launched this year: Qoot and Mo’an. They were created to bring the private & public sectors within the F&B and grocery industries together; Mo’an focusing on the transformation of the grocery industry and Qoot on transformation of the Saudi restaurant and cafe association.

Vision 2030 and Mukatafa

Mukatafa’s vision stems from Saudi’s Vision 2030 strategic framework that aims to reduce Saudi’s reliance on oil and to strategically diversify its socio-economic constitution by the year 2030. Mukatafa advocacy for the development of the Saudi region for a sustainable future plays a major role in bringing Saudi’s Vision 2030 to life.


Project Scope

To bring this venture to fruition, Mukatafa required a brand strategy, brand story, messaging system and brand identity. Skyne was brought on board to realise this vision by creating a strategy for Mukatafa that would be launched with the new introduction of Mukatafa’s revamped platform. The brand strategy needed to be supported through a user-friendly website that informs and engages with the user. For the build of the website Skyne researched the best trends for UI and UX in the market and created the sitemap, wireframes, UI and UX and the concept design.

Skyne’s mission was to create focus and to direct the Mukatafa’s main purpose and objectives, making the brand message cohesive and understandable to the key demographic.

One of the initial steps of our strategy planning was conducting research that included analysing and benchmarking similar organisations to compare and contrast, so that Mukatafa could be placed a touch above the rest, and be a leading pioneer in their field of advocacy between the public and the private. We then proceeded to recognise and enlist the three main pillars of for the development of Mukatafa’s brand strategy:

  • To build the right environment and supportive ecosystem that will create a future for seamless collaboration between the Saudi public and private sector
  • Empowering key stakeholders and creating advocacy in order ensure a sustainable Saudi economy
  • Harmoniously combine corporate projects with government policies
mukatafa stationary

Creative Process

“We wanted to come up with a concept that communicated the innovative and empowering ambitions of Mukatafa and its ability to connect and lead a diverse community. By creating a brand identity that stands out distinctly as its own but also retains the look of the industry brandscape. For its visual identity, Mukatafa’s role as the main entity clearly reflects its initiative through symbolism, color, photography and graphic style elements. For example, the four color elements forming Mukatafa’s identity reflect the feelings: Empower, Grow, Inspire and Connect, individually.”
Patrick Kos – Design Director, Skyne mukatafa instragram screen mukatafa business cards


After our successful collaboration with Mukatafa’s team, discussing ideas and strategies at length, our project with Mukatafa has finally come to a conclusion with Mukatafa’s new brand strategy, brand positioning, brand story and new brand identity in place. Setting Mukatafa apart as the leader in advocacy and collaborative efforts. Mukatafa’s revamped website is now live, with the brand identity displayed that imbibes the essence of its core values:

mukatafa website banner skyne testimonial waleed

“Skyne invests a lot of time to really understand your challenge. They take your thinking to the next level and make it more focussed. They shape your strategy in a better way than what you had in mind. Skyne kept us on our toes, they are quick, so we had to become quick as well. Lastly and most important is the quality of the deliverables it was beyond our expectations. We see Skyne as a real business partner.”

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