Government bonds aren't naturally exciting. The National Debt Management Center needed to make "Sukuk" feel accessible, trustworthy, and aspirational to everyday Saudi citizens. The challenge was breaking down sophisticated financial instruments into a clear visual narrative that could shift national consumer saving behaviors.
I conceptualized the "#Sah" campaign brand identity, translating complex financial literacy into a mass-market, approachable design. By deploying 15+ hero assets across broadcast and digital channels with unified messaging around national investment, the campaign successfully generated 1 Billion SAR in savings requests and won the Athar Award 2024 for Best Governmental Campaign.