Transform Live Saudi 2025

Transform Live registration

Welcome address from Transform

How Talabat developed a distinct brand sound and made it to one of the top loved audio brands in the MENA region

Being instantly recognizable as a brand, even with your eyes closed: a dream for every marketer. Talabat – the leading food (and more) delivery service in the Middle East – made that dream come true in 2024 when it decided to develop its own brand sound together with the Berlin-based agencies why do birds and DE FALCON. We will showcase how the brand sound was developed, which audio principles make the brand unique and how the sound was brought to life in diverse media.

Beyond the algorithm: The future of AI in branding & brand strategy creation

As artificial intelligence continues to transform industries across the board, branding remains a uniquely human-centric domain where emotion, cultural nuance and storytelling are key. While AI tools are becoming increasingly capable in generating visual content, naming suggestions and even analyzing brand sentiment, they still fall short when it comes to crafting truly meaningful brand identities and strategic narratives.

In this talk, Mohannad will explore the evolving role of AI in brand development — not as a replacement for creative minds, but as an amplifier of their vision.  He will also examine current limitations, uncover emerging possibilities and share practical insights on how agencies and brand leaders can integrate AI into their workflows without compromising originality and emotional resonance.

The session will also highlight how Saudi Arabia’s growing creative economy can pioneer hybrid branding models — where human-led intuition and AI-driven intelligence work hand-in-hand to shape the brands of tomorrow. It’s not about choosing between creativity and technology; it’s about unlocking the future through their synergy.

Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design.​

Lunch and networking break

Insight and the science of entertainment

Data and insight provide the foundation for a strong employer brand and EVP, but logic alone won’t capture attention. Our audiences are time-poor, distracted, and not always listening. To truly connect, we need creative, lateral thinking that entertains, inspires, and compels action. In this session, we’ll explore how to balance data-driven decision-making with the art of storytelling, blending science with entertainment to build employer brands that engage and excite. Join us to discover how to capture attention, spark emotion, and win in the battle for talent.

Beyond branding: Redefining hospitality through faith and heritage

Brand Lounge partnered with Makarem in a transformational two-year engagement, redefining it as the pioneer of Spiritual Hospitality. 

Beyond a rebrand, this was a holistic repositioning—from purpose to experience—aligning faith, heritage, and modern hospitality into a seamless narrative. 

Through deep strategic thinking, category creation, and authentic brand storytelling, we created a timeless yet contemporary identity, ensuring Makarem stands apart in the regional and global landscape. 

The work spanned brand strategy, visual identity, guest experience, and multi-channel activation, elevating Makarem into a brand that not only welcomes guests but guides them on a deeply personal spiritual journey.

Inspiring beyond: The rebirth of Qadisiyah

Explore the transformative rebranding of Qadisiyah Sport and Community Club with Gene and Dragon Rouge. In this joint presentation with Qadisiyah Club, we’ll unveil the strategic and creative journey that redefined the club’s identity—honoring its heritage while shaping a bold future. Gain exclusive insights into the branding process, key challenges, and how a powerful identity can inspire beyond sports, strengthening community and fan engagement.

Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design.​

Drink refreshments and networking

​

EXPO City: Evolving EXPO from a one-time event to a place with purpose

Outlining the challenge of evolving from a one-time event into a purposeful district and destination, harnessing the legacy of EXPO 2020. The strategically driven approach redefined a brand and inspired collaboration and address key challenges. Bellwether created a new cultural identity aligned with real estate needs and community engagement, developed a clear brand architecture, and evolved the visual identity to reflect the new mission. Positioning EXPO CITY DUBAI as a catalyst for human progress and a hub of sustainable development.

Banking on sound: How BSF found its voice

MassiveMusic, the world’s leading music agency, together with BSF, Saudi Arabia’s leading premium bank, are proud to present together The Sound of BSF.

In this session, MassiveMusic will explore the power of sound and music for brands, and how these can be effectively leveraged for success through the use of sonic branding. Learn about the vision behind sonic branding, the process to accomplish it, and the final result, through the lens of rebranding one of the Kingdom’s biggest banks with a unique approach.

Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design.​

Closing remarks

Followed by networking reception with refreshments