Industrial Valley is a cutting-edge manufacturing and logistics hub situated on the Red Sea coast adjacent to King Abdullah Port. Following Its recent rapid increase in growth, the hub underwent a strategic repositioning and brand architecture exercise. A new brand tool-kit was required to reflect the new statement of intent: ‘Stay Ahead.’ A dynamic ‘path’ derived from the brand symbol forms the key asset of the identity and acts as the visual thread that binds all levels of communication. The solution brings both energy and flexibility to the brand look and feel while ensuring visual consistency across all brand touchpoints.