Banque Saudi Fransi is Saudi Arabia’s oldest bank. Born in Saudi Arabia to French investors, the bank has been seen as an international bank within KSA. Now Saudi owned, it was time to evolve, reclaiming local roots and establishing itself as the most premium, experience focused bank in the Kingdom. In 2024 Banque Saudi Fransi became BSF.
We introduced a new name, with an entirely new identity. Embodying the brand’s active purpose ‘helping every generation to make their mark’ we created a brand that is truly Saudi, timeless and through a dynamic identity, unique to every client. The simple geometry of a hexagon is the cornerstone of the brand. Derived from our logo heritage its angles inform not only crests and patterns, but also layouts, illustration, iconography and art direction. Ensuring that every brand component speaks in harmony and delivers the connected experience demanded by the next generation of clients, striving to make their mark.
Brand Strategy
Brand & Verbal Design
Design System
Product Design
“R/GA has top creative talent, however, creativity is not what makes R/GA special, they are very solution oriented, flexible and at the same time very structured and organized. The team is not there to provide us with the deliverables required, but more like a human relationship who are willing to spend time to understand and respect the culture to give you a more relevant solution to the customer culture and business.”
Hanin Aloufi Head of Group Marketing and Corporate Communications at BSF
Brand Positioning Brand Architecture Verbal Identity System Visual Identity System Photography Art Direction Brand System Guidelines Packaging System
Anchored in a simple hexagon, a foundational shape for Arabic geometry — the identity ensures all brand components are harmonious at any scale or medium. The hexagon informs not just pattern, but also iconography, illustration, even art direction through the use of angles and lines within composition.