A new, low-cost airline, serving Saudi Arabia’s public as they travel across the country – often on a pilgrimage to Mecca. The challenge: travel to the region and learn about the culture, then create a digital first brand that would sit comfortably with a community not used to the idea of low-cost, and that generally travelled on national carriers. The answer: after naming the brand ‘Sama', meaning sky in Saudi Arabia, we created an identity that utilised pixels in different hues of blue. This was reminiscent of the varying tones found in the sky over the desert and leant into the digital first approach the brand would have when going to market. We avoided any traditional low-cost characteristics, opting instead to create a bold but sophisticated identity and avoid any scepticism the region may have (low cost was perceived to be low quality). The result was an airline that could serve the entire nation's public, both wealthy and not so wealthy alike.