Transforming Saudi Arabia’s third sector
ZMZM Society for Healthcare
From brand strategy, positioning, architecture, and nomenclature to a multi-sensory identity, tone of voice, messaging, multichannel activation, implementation management and governance
Sustainable healthcare for all
ZMZM Society has long been a recognised and trusted name across Saudi Arabia, committed to providing integrated sustainable healthcare to people in need. For almost two decades, the Jeddah-based charity has worked tirelessly to create innovative solutions to overcome everyday healthcare challenges. Providing a wealth of knowledge and experience, ZMZM is dedicated to enhancing the quality of life for all. With the charity sector cornerstone detailed within the Kingdom’s Vision 2030, ZMZM initiated a detailed introspective examination of its strategy and operations, commissioning Firstwater to define a purpose-led brand transformation programme.
Standing for hope, compassion, and dignity
Brand transformation began with a comprehensive readiness assessment to determine the appropriate pathway to co-create a stronger, more unified organisation. One that is better equipped to tackle modern-day healthcare challenges. While ZMZM’s mission to improve lives remained the same, a more inclusive and progressive positioning was needed due to changing social, economic and technological climate. Utilising research and data analysis, we engaged stakeholders from the organisation to socialise the project, ideate scenarios, validate territories, and co-create a distinguishing impact-driven repositioning strategy.
Everyone is entitled to live a happy, healthy life
Working closely with leadership, we defined and implemented a carefully considered, future-focused strategy. Captured by a simple and compelling Purpose and Promise, Together For Life, ZMZM’s commitment to improving the quality of life for all, now and far into the future, has been activated. With people at the heart of all healthcare programmes and initiatives, a timely and systematic initiative within the change programme has been developing and introducing multi-sensory brand identity and architecture. The late Chairman of the Board, Professor Dr Adnan Al Bar, at an organisation-wide town hall revealed this exciting new direction. By carefully considering the future, nurturing cultural shifts through brand engagement, management, and governance has created a more prepared organisation for an era of uncertainty.
"Our brand reflects our care and commitment to all our stakeholders — empowering, cooperative, innovative, and responsible"
Professor Dr Adnan Al Bar, late Chairman of the Board
CREDITS
Client: ZMZM Society for Voluntary Healthcare
Principal Consultant: Dan Dimmock, Firstwater
Executive Creative Director: Elliott Brown, Moloobhoy & Brown
In partnership with
