The General Organisation of Social Insurance (GOSI) impacts the life of every person in the Kingdom of Saudi Arabia (KSA). A stalwart in the inner workings of life in the Kingdom, GOSI plays an essential role in helping to secure financial futures for every citizen, providing social insurance as well as financial management products, expertise and guidance.
GOSI speaks to a very broad audience, spanning all ages and demographics. In the past, their mandatory function meant they were often seen in a negative light by people who had a limited understanding of the real benefits they offered. Historically they were functional and old-fashioned in feel, lacking the warmth and modern engagement of today’s brands.
Our remit was to shift audience perceptions and to reinvent the brand for a digital-first world, building meaningful connections with diverse audiences and helping it to fulfill its true role as a trusted guardian for all generations.
Our primary objective was to shift perceptions from functional necessity to modern, digital business built for a digital world.
GOSI became the new name, born out of a refreshed brand strategy that focused on clearly defining the brand’s place in today’s rapidly changing world. A distinctive new logo brought the name to life and transformed perception by presenting a simple and contemporary face.
The arrow symbol is intended as a metaphor for life’s journey and represents a flexible and versatile visual asset which allows us to express the brand across diverse digital contexts.
We developed a robust identity system spanning, typeface, colour palette, iconography, and illustrations as well as a distinct new tone of voice that complements the new brand.
The end result is a fresh and flexible brand, designed to meet the needs of future generations that positions GOSI as a key player in today’s fast-moving digital world.
