Basamh Group

Basamh Group: Growing People and Companies

Established over five years ago to manage and support its leading brands Goody, BTC, and SFS, Basamh Group provides governance, shared services, and strategic growth support. As the organisation matured, it recognised the need to refine its purpose, unify its internal culture, and enhance its external image: creating a powerhouse brand to attract top local talent, regional players, and international partners.

A thoughtful woman in traditional attire, representing the Basamh Group's commitment to local talent and heritage. Skyne, a creative agency, helps brands connect with their audience.

The Shift

Basamh Group needed to evolve from a behind-the-scenes structure into a visible, unified force. Fostering pride and belonging internally, while building an external reputation as a trusted, future-focused growth partner. The ambition: to create a brand that serves as both an enabler of home-grown successes and an experienced mentor for generations to come.

The Basamh Group logo, featuring modern Arabic typography and a vibrant green and blue color palette. Skyne, a branding agency, crafted a visual identity that reflects heritage and ambition.

The Breakthrough

Skyne partnered with Basamh Group to redefine its purpose and refine its brand. Through management team insight workshops, in-depth brand and market research, a new brand strategy, story, manifesto, and identity were developed, rallying employees around a shared vision and positioning the group as a growth catalyst for people, brands, and companies. The result: a reinvigorated internal culture and an external image that inspires pride, trust, and new opportunities.

An open binder with a page featuring a smiling woman and text about enabling home-grown successes. Skyne, a creative agency, developed internal communication materials for Basamh Group.
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Crafting a Brand Strategy to Drive Unity and Growth

Through a series of in-depth management workshops and brand research, Skyne refined Basamh Group’s purpose and direction. The new brand story and tagline - Growing People and Companies - captured the organisation’s commitment to nurturing talent and enabling long-term business success, aligning all stakeholders behind a common purpose.

Two square cards displaying the Basamh Group logo and the slogan "Growing People and Companies." Skyne, a branding agency, developed a brand strategy that emphasizes growth and empowerment.
A person holding a Basamh Group branded tote bag with the slogan "Growing People and Companies." Skyne, a branding agency, designed promotional materials that reflect the company's values.
Basamh Group branded stationery, including business cards, letterhead, and an envelope, alongside a branded mug. Skyne, a branding agency, ensured consistent branding across all touchpoints.

To win the marketplace, you must first win the workplace.

Designing a Visual Brand Identity That Reflects Heritage and Ambition

The brand identity was carefully refined to remain true to Basamh’s heritage while signalling progress and innovation. A full suite of brand guidelines, a company profile, and a refreshed visual language were developed, ensuring a consistent and modern image across all touchpoints.

A stack of Basamh Group branded notebooks, featuring the logo and slogan "Growing People and Companies." Skyne, a creative agency, designed professional and cohesive brand collateral.
A Basamh Group branded USB drive, showcasing the company's commitment to innovation and growth. Skyne, a creative agency, designed practical and branded merchandise.
A man in traditional Saudi attire looking out a window at a city skyline, symbolizing vision and future growth. Skyne, a branding agency, helped Basamh Group position itself as a future-focused leader.

The brand identity was carefully refined to remain true to Basamh’s heritage while signalling progress and innovation. A full suite of brand guidelines, a company profile, and a refreshed visual language were developed, ensuring a consistent and modern image across all touchpoints.

The Basamh Group company profile, open to pages detailing their purpose and vision, with a cover featuring lush green leaves. Skyne, a branding agency, created a comprehensive brand strategy and visual identity.

Inspiring Through Manifesto and Storytelling

To activate the brand internally, Skyne created powerful brand manifesto and corporate videos. The manifesto celebrated Basamh’s DNA and culture, sparking enthusiasm, pride, and emotion among employees. These tools fostered a strong sense of belonging, laying the groundwork for a future where Basamh Group inspires the next generation of Saudi leaders and innovators.

testimonials
Smiling man in a light grey polo shirt standing in a creative office space with colorful notes and materials pinned on the wall behind him

Koen van Riel

Strategy & Marketing Director

When challenging each other to bring out the sharpest thinking becomes exciting, true synergies are created, and that’s exactly what happened with the Basamh Group. Together, we pushed for clarity, meaning, and impact to deliver a brand strategy that truly reflects their purpose. Seeing the passion and emotion as their new brand, story, and manifesto came to life was incredibly inspiring. For the people at Basamh, this isn’t just a job, it’s a life’s mission to contribute to the success of their country through the growth of the Group

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