Shaping The Future

Shaping The Future (STF) is a leading marketing and public relations agency with a distinguished reputation in the luxury real estate sector. Renowned for its expertise in branding, strategy, and innovative campaigns, STF has a proven track record of transforming high-end properties into market leaders.

Among STF’s notable achievements is the branding of Roshn, a premier property developer in Saudi Arabia. This project involved an in-depth cultural exploration and a meticulous design process, resulting in a brand that seamlessly blends Saudi heritage with modern elements. The successful launch of Roshn’s brand identity, endorsed by His Royal Highness Prince Mohammad bin Salman, Chairman of the Board of Directors, is a testament to STF’s ability to deliver impactful and culturally resonant branding solutions.

In Riyadh, the capital of Saudi Arabia and a vibrant hub of commerce and culture, STF showcased its expertise in creating immersive brand experiences through its campaign for Oud Real Estate Square. By developing a brand concierge and sophisticated wayfinding system, STF enhanced the customer journey, reinforcing Oud Square’s luxurious image and boosting visitor engagement. This project, located in one of the city’s most sought-after areas, exemplifies STF’s talent for blending innovation with cultural sophistication in one of the Middle East’s most dynamic cities.

Adding to its portfolio of prestigious projects, STF played a pivotal role in the development of KONOZ, a groundbreaking mixed-use ‘City within a City’ structure in Riyadh. Developed by Abdullah AlOthaim Investment Company (AO), this monumental project, estimated to cost upwards of 7 billion Saudi Riyals, is set to transform Riyadh’s downtown. STF’s involvement spanned from the early days of design and concept development, in collaboration with the award-winning UK-based architecture studio, Benoy. STF’s specialized Public Relations team planned and executed the strategic announcement of KONOZ to both local and international audiences on New Year’s Day 2023, symbolizing a new dawn for AO and an impressive addition to their vast real estate portfolio. STF also developed the modern KONOZ brand, with its identity rooted in the Arabic word for jewels, symbolizing timelessness and preciousness. The digital team at STF designed and launched the KONOZ website, incorporating an interactive layout that subtly reflects the jewel theme, alongside a series of promotional videos to highlight the project’s scale and innovation.

ZOOD Real Estate, with over 20 years of experience in real estate development, has established itself as a leader in the sector, driven by a vision to create an unparalleled trademark. Building on this legacy, ZOOD launched The Lavie Yards project in Riyadh, a large-scale development featuring multiple towers and mixed-use buildings. STF played a pivotal role in naming and branding this iconic project, further underscoring its expertise in crafting real estate brands that harmonize modernity with cultural heritage.

STF’s expertise also shines through in the development of the Palmera brand identity, a commercial real estate square in Riyadh that focuses on fine dining food and beverage options. With Riyadh’s booming real estate market presenting high barriers to entry, Palmera sets itself apart with a unique business model and accessible leasing options. STF crafted a brand identity for Palmera that embodies effortless luxury, featuring minimalist fonts, geometric iconography, and a color scheme inspired by palm trees and their desert habitat.

Prime Business Resort, another significant project in Riyadh, exemplifies STF’s ability to cater to elite businesses. Designed to provide Saudi Arabia’s leading enterprises with a secure, beautifully landscaped, and high-standard facility, Prime Business Resort offers an arena for businesses to fulfill their ambitions. STF played a pivotal role in naming and branding this exceptional development, ensuring it stands out in the competitive market.

Since 2001, Modon has developed and managed 36 industrial cities across Saudi Arabia, covering nearly 200 million square meters and employing over 517,000 people, including a significant Saudi workforce. STF collaborated with Modon on the design of its Riyadh headquarters, contributing to an innovative industrial museum concept.

For AO Park, STF developed a cohesive branding strategy, encompassing brand creation and identity branding, ensuring alignment with the project’s vision while captivating the audience’s attention.

STF’s approach includes tailored branding, exclusive events, strategic partnerships, and innovative content-driven campaigns. Their client-centric methods and strategic insights ensure that luxury real estate projects stand out in a competitive market, reflecting both sophistication and cultural resonance.

With a diverse team bringing extensive international experience, STF offers a unique perspective to every project. Their ability to integrate global trends with local cultural elements has made them a trusted partner for luxury real estate developers seeking to create iconic, world-class brands.

Ahmed Bin Baz emphasized STF’s commitment to the cultural heritage of KSA and collective creativity, encapsulated in their philosophy, “exceptional design embodies the collective wisdom and beauty of humanity.”