"Hawaha Khaleeji" – MBC FM's Brand Transformation Campaign
I worked on this print campaign for MBC FM, a leading Saudi radio station, to announce its strategic shift from a Pan-Arab format to a purely Gulf-focused content approach. The campaign, titled "هواها خليجي" (Its Essence is Khaleeji), visually symbolizes the deep cultural connection between the station and its audience. Each execution integrates the MBC FM brand into traditional Gulf elements—henna, fashion, and accessories—reinforcing the station's commitment to authentic Gulf heritage. This nationwide campaign was rolled out in magazines and newspapers, ensuring maximum reach and strong audience engagement across the Kingdom.
