Taiba

Practices

Industry

Corporate | Hospitality / F&B | Investment | Real Estate

Brief

Established in 1988, Taiba Investments built its name as a trusted real estate and hospitality investor, with landmark assets that defined the urban and spiritual fabric of Madinah. For decades, the company operated with financial strength and steady asset growth.

In 2023, Taiba merged with Dur Hospitality: another Saudi pioneer with a rich legacy of hotel operations and service excellence. The merger created an entity of unprecedented scale: more than 40 assets, over 8,000 keys, and a portfolio spanning hotels, residential communities, and commercial destinations. Yet it also raised an urgent need: how do two legacy players, one investment-led and one operations-driven, come together under a single vision?

Taiba entrusted Brand Lounge to lead this transformation.
The mandate went far beyond refreshing a corporate identity.
It called for reshaping Taiba Investments into simply Taiba:
A Forward Hospitality Company that could unite two histories, integrate diverse capabilities, and project a new Saudi brand of global relevance.

At its heart was a powerful narrative: The Charm of Welcome.

Challenge

While Taiba Investments and Dur Hospitality each carried decades of trust and recognition, the merger of the two created as many questions as it did opportunities. Together, they held scale, assets, and expertise, but lacked a unifying identity that could articulate what this new entity stood for.

The name Taiba Investments signaled financial solidity, yet failed to capture the essence of hospitality or the ambition to transform experiences beyond balance sheets. At the same time, Dur’s legacy in hotel operations risked being diluted if not strategically reframed. The combined company required more than an operational integration, it needed a shared narrative powerful enough to unify stakeholders, inspire employees, and resonate across Saudi Arabia and global markets alike.

Our challenge was to transform a merger into a movement: repositioning Taiba not just as a larger company, but as a hospitality powerhouse defined by purpose, culture, and a distinctive promise to the world.

Differentiation

STRATEGIC APPROACH

Through a series of collaborative workshops, we worked with Taiba on a merger-to-brand journey that turned integration into transformation.
The ambition was clear: to evolve from a traditional investment-driven entity into a forward-looking hospitality powerhouse that could set new benchmarks for the Kingdom and beyond.
Rather than limiting the brand to financial strength or operational capacity, we reframed Taiba as a company defined by experiences, culture, and connection.

The result was the articulation of Taiba as A Forward Hospitality Company: an entirely new category that celebrates Saudi hospitality at its core while projecting a bold vision for growth and global relevance.

PURPOSE

Taiba’s transformation is anchored in a clear purpose:
We transform Saudi spaces so you indulge in the soul of hospitality.

This purpose is both a promise and a philosophy: one that shifts the company from building properties to transforming human experiences. Every hotel, residence, and destination becomes more than a physical space; it becomes an invitation to belong, to connect, and to feel the generosity of Saudi culture.

This reflects Taiba’s own evolution. What began as an investment company has become a forward hospitality platform, uniting two legacies into one vision: to share the Kingdom’s timeless welcome with the world.

A Forward Hospitality Company

POSITIONING

Where traditional hospitality centers on service and investment companies focus on assets, Forward Hospitality defines a new frontier.

It is the art of transforming spaces that are commercially strong, culturally resonant, and experientially rich. It moves hospitality from being reactive to anticipatory, from static service to living encounters leveraging on Saudi generosity and a legacy of inspiring leadership in the industry.

The Charm of Welcome

BRAND SIGNATURE

While Welcome is the Kingdom’s most cherished tradition, Taiba gives it a distinctive dimension: The Charm of Welcome.

It is the refinement, the grace, and the effortless warmth that transform a gesture of hospitality into a memorable experience.
This signature sets Taiba apart, elevating welcome into something unmistakably its own.

THE IDENTITY

Taiba’s identity is built on three design principles:
Power, Pride, and Prestige, brought together and elevated by a fourth dimension: The Charm of Welcome. This fusion captures both the strength of a national leader and the elegance of true Saudi hospitality.

The visual system translates these principles into a bold yet refined expression: powerful in presence, proud in heritage, and prestigious in execution, always softened by the charm that makes every encounter inviting.

Together, they create an identity that is not only consistent and adaptable across touchpoints, but also unmistakably Taiba:
The Powerhouse of Saudi Hospitality.

Bringing the Charm to Life

THE FORWARD SHIFT

Drawn from the subtle tilt in our name, it captures a sense of movement with purpose, a step into transformation that is always dignified, always forward.

It embodies who we are: rooted in heritage, yet never standing still. Every line carries direction, guiding the eye, framing experiences, and signaling progress with elegance. In its copper tone, it reflects both strength and refinement — a reminder that our path forward is bold, intentional, and welcoming.

COLOR & TYPOGRAPHY

The visual identity draws from Saudi roots while projecting a forward-looking elegance. The refined color palette — Palm, Sand, Mint, Sky, Ajwa, and Copper — reflects the richness of the Kingdom’s landscapes, balancing warmth and sophistication

The typography is crafted to be authoritative yet approachable, ensuring clarity while carrying an air of prestige. Iconography and patterns, inspired by cultural motifs such as Sadu, reinforce authenticity and connect every touchpoint back to TAIBA’s heritage.

Becoming the Powerhouse of Saudi Hospitality

Our photography plays a central role in bringing these principles to life. We curated four distinct buckets (Power, Pride, Prestige, and Welcome) each reinforcing a facet of TAIBA’s identity.

Power is captured in commanding architectural perspectives and bold compositions that reflect scale and authority. Pride emerges in authentic portrayals of Saudi culture, traditions, and people, affirming a deep connection to heritage. Prestige is expressed through refined details, elevated tones, and timeless elegance that mirror the standards of luxury hospitality. Finally, Welcome is conveyed through warm human gestures, intimate moments, and environments that radiate belonging.

Together, these visual narratives weave a consistent and unmistakable story: TAIBA as the true Powerhouse of Saudi Hospitality.

Every element has been designed to work in harmony: bold enough to assert leadership, flexible enough to adapt across digital, physical, and experiential environments, and refined enough to convey the hospitality standards TAIBA embodies.

This is not just a visual system — it is a living expression of Forward Hospitality, where the strength of a powerhouse meets the softness of a true welcome.

Dynamic Nexus Culture

Navigating Transformation Through Culture

When Taiba Group merged with Dur Hospitality, it was more than a business move. It meant uniting two cities, two histories, and two ways of working. Left unmanaged, these differences risked shaping an unintended culture. This is where Brand Lounge stepped in. 

We began by uncovering Taiba’s DNA through interviews, surveys, and benchmarking, revealing contrasting dynamics: one driven by results and competitiveness, the other by kinship and affiliation. This clarity laid the foundation for Taiba’s culture blueprint.

Next came co-creation. In a diverse workshop, employees envisioned “the ideal place to work” in a post-merger Taiba, a culture blending tradition with innovation, authenticity with global standards, and functional clarity with emotional connection.

What emerged was not just ideas, but a shared vision. A culture designed not for employees, but with them. From this journey, the Dynamic Nexus was born. It translated values into behaviors, and ambitions into daily practices, creating a living system where people, brand, and business move forward together.

Cultural Personas

To bring the culture to life, we introduced symbolic personas — archetypes that embody how TAIBA’s people can live the Dynamic Nexus every day. Each represents a distinct expression of our ethos: the Connector of Authenticity building belonging, the Talent Advocate empowering growth, the Experience Specialist refining moments into memories, the Guardian of Origins preserving heritage, and the Global-Local Expert bridging Saudi roots with world-class standards.

These personas became role models, showing employees how to see themselves in the culture and translate it into action. To sustain this, the Dynamic Nexus was activated through employee-led ecosystems: Culture Champions as everyday mentors of TAIBA’s ethos, the ESG Committee embedding responsibility and sustainability, and the Wellbeing Committee nurturing balance and belonging.

Together, these personas and ecosystems ensure the culture is not only defined, but lived — a daily expression of Forward Hospitality.