CLIENT
MY Naghi
AGENCY
Saint Elmo's
ROLE
Executive Creative Director
The MY Naghi brand was built to redefine the pre-owned luxury car market in Saudi Arabia. I led the development of a comprehensive brand identity, including strategy, visual design, messaging, and showroom concept, to create a unique and aspirational experience for customers. This project has successfully positioned MY Naghi as a leader in the premium used car sector.
Showrooms
MY Naghi showrooms are designed to be more than just retail spaces; they are envisioned as welcoming havens. The "Home away from home" concept blends modern design with traditional Saudi Arabian influences, creating a comfortable and engaging environment for customers. This unique approach is currently being realized in three showrooms under construction, with completion expected in early 2026.
Guidelines
Modern Saudi Luxury
Developing the MY Naghi brand presented the unique challenge of harmonizing traditional Saudi values with modern design influences. This involved creating a brand identity that resonated with both Arabic and Latin audiences, requiring a deep understanding of cultural nuances. Through extensive research and collaboration with local experts, I ensured the brand's authenticity and cultural sensitivity.
Creating the MY Naghi brand guidelines was a meticulous process that involved translating the brand's vision into a practical and inspiring toolkit. I meticulously crafted guidelines for logo usage, color palettes, typography, photography style, and presentation templates, empowering the MY Naghi team to effectively communicate the brand's unique identity.
Visionboard
Recognizing the importance of a phygital approach in Saudi Arabia's digital landscape, the MY Naghi brand was designed to seamlessly integrate physical and digital experiences. This involved developing a cohesive brand identity that translated effectively across both showroom environments and online platforms. To ensure this synergy, we utilized vision boards to quickly prototype and test design concepts in various digital scenarios.
