Brand Guidelines
Strategy
02
Brand Guidelines
Strategy
02
Overview
Strategy is the foundation of 161 North East. Built with the Golden Circle and a full brand personality framework, it defines why the brand exists, who it serves, how it is positioned and how it should feel, so every design and message starts from the same place.
Overview
Strategy is the foundation of 161 North East. Built with the Golden Circle and a full brand personality framework, it defines why the brand exists, who it serves, how it is positioned and how it should feel, so every design and message starts from the same place.
Purpose
Why the brand exists, how it delivers and what it offers, following the Golden Circle.
To give the businesses shaping Riyadh's future an address worthy of their ambition.
Why. Riyadh is becoming the region's business capital, and the companies arriving and growing here deserve a home that reflects it.
How. By combining distinctive architecture, attentive service and a warm, welcoming atmosphere in one bilingual destination.
What. A premium business center at Riyadh City Center: nine floors and a three-story annex of workspaces, meeting rooms and business services.
Purpose
Why the brand exists, how it delivers and what it offers, following the Golden Circle.
To give the businesses shaping Riyadh's future an address worthy of their ambition.
Why. Riyadh is becoming the region's business capital, and the companies arriving and growing here deserve a home that reflects it.
How. By combining distinctive architecture, attentive service and a warm, welcoming atmosphere in one bilingual destination.
What. A premium business center at Riyadh City Center: nine floors and a three-story annex of workspaces, meeting rooms and business services.
Mission
To give local and international businesses premium, fully serviced workspaces in the heart of Riyadh, where every detail, from the first visit to everyday operations, is handled with care, in Arabic and English alike.
Mission
To give local and international businesses premium, fully serviced workspaces in the heart of Riyadh, where every detail, from the first visit to everyday operations, is handled with care, in Arabic and English alike.
Vision
To be Riyadh's prime hub for businesses of today and tomorrow: the address that regional headquarters, growing companies and international firms choose first when they commit to Saudi Arabia.
Vision
To be Riyadh's prime hub for businesses of today and tomorrow: the address that regional headquarters, growing companies and international firms choose first when they commit to Saudi Arabia.
Core Values
Premium
We hold every space, service and interaction to the standard our tenants set for their own businesses.
Warm Hospitality
Premium never means distant. We welcome people by name, anticipate their needs and make everyone feel at home.
Bilingual by Nature
Arabic and English carry equal weight in everything we say and build, so local and international businesses feel equally welcome.
Forward-Looking
We grow with Riyadh's ambitions, ready for the businesses of tomorrow as well as today.
Reliability
Everything works, every time: access, connectivity, maintenance and support.
Integrity
Clear terms, honest advice and long-term relationships built on trust.
Core Values
Premium
We hold every space, service and interaction to the standard our tenants set for their own businesses.
Warm Hospitality
Premium never means distant. We welcome people by name, anticipate their needs and make everyone feel at home.
Bilingual by Nature
Arabic and English carry equal weight in everything we say and build, so local and international businesses feel equally welcome.
Forward-Looking
We grow with Riyadh's ambitions, ready for the businesses of tomorrow as well as today.
Reliability
Everything works, every time: access, connectivity, maintenance and support.
Integrity
Clear terms, honest advice and long-term relationships built on trust.
Target Audience
Two audiences, served with equal conviction.
Local Business Owners
Saudi founders, family businesses and growing companies looking for a prestigious, practical base in central Riyadh.
Behavior
They research online, compare locations and terms, and decide after a visit, trusting what they see and how they are received.
International Companies
Multinationals and regional headquarters relocating or expanding to Saudi Arabia, who need a turnkey, bilingual address from day one.
Needs & Motivations
A prestigious address, flexible move-in-ready space, dependable services and a professional setting that impresses clients and attracts talent.
Decision-Makers
CEOs, founders, country managers and real-estate or facilities leads who compare options carefully and value their time.
Content Preferences
Clear, bilingual information: floor plans, amenities, location and terms, supported by strong photography of the building and the city.
Target Audience
Two audiences, served with equal conviction.
Local Business Owners
Saudi founders, family businesses and growing companies looking for a prestigious, practical base in central Riyadh.
Behavior
They research online, compare locations and terms, and decide after a visit, trusting what they see and how they are received.
International Companies
Multinationals and regional headquarters relocating or expanding to Saudi Arabia, who need a turnkey, bilingual address from day one.
Needs & Motivations
A prestigious address, flexible move-in-ready space, dependable services and a professional setting that impresses clients and attracts talent.
Decision-Makers
CEOs, founders, country managers and real-estate or facilities leads who compare options carefully and value their time.
Content Preferences
Clear, bilingual information: floor plans, amenities, location and terms, supported by strong photography of the building and the city.
Buyer Personas
Khalid, 41. Local founder. Riyadh-born founder of a fast-growing fintech, moving his team of 40 out of a converted villa. He wants an address that signals success to investors, room to grow, and a team that handles the details so he can focus on the business.
Claire, 38. International regional director. Setting up her company's regional headquarters in Riyadh. She needs a move-in-ready, fully serviced office with a prestigious address, bilingual support, and a partner who can guide her through the local context.
Buyer Personas
Khalid, 41. Local founder. Riyadh-born founder of a fast-growing fintech, moving his team of 40 out of a converted villa. He wants an address that signals success to investors, room to grow, and a team that handles the details so he can focus on the business.
Claire, 38. International regional director. Setting up her company's regional headquarters in Riyadh. She needs a move-in-ready, fully serviced office with a prestigious address, bilingual support, and a partner who can guide her through the local context.
Positioning
Where the brand sits in the market and why clients choose it.
For local and international business owners who want a prestigious base in Saudi Arabia's capital, 161 North East is the premium business center at Riyadh City Center that pairs architectural distinction with warm, bilingual hospitality, so businesses can arrive, settle and grow with confidence.
Who we serve
Local business owners and international companies establishing or expanding their presence in Riyadh.
How we're different
Premium with warmth: a landmark building and hotel-grade service, delivered in Arabic and English with equal conviction.
What we offer
Nine floors and a three-story annex of workspaces, meeting rooms and business services at Riyadh City Center.
Why it's credible
A purpose-built, completed building in a connected central district, arriving just as Saudi Arabia asks regional headquarters to be based in the Kingdom.
Positioning
Where the brand sits in the market and why clients choose it.
For local and international business owners who want a prestigious base in Saudi Arabia's capital, 161 North East is the premium business center at Riyadh City Center that pairs architectural distinction with warm, bilingual hospitality, so businesses can arrive, settle and grow with confidence.
Who we serve
Local business owners and international companies establishing or expanding their presence in Riyadh.
How we're different
Premium with warmth: a landmark building and hotel-grade service, delivered in Arabic and English with equal conviction.
What we offer
Nine floors and a three-story annex of workspaces, meeting rooms and business services at Riyadh City Center.
Why it's credible
A purpose-built, completed building in a connected central district, arriving just as Saudi Arabia asks regional headquarters to be based in the Kingdom.
Personality
How the brand would behave if it were a person.
Premium
Refined, confident and considered. Quality shows in every detail, never in excess.
Warm
Welcoming and personal. We greet people as guests, not tenants.
Classy
Timeless rather than trendy: navy, gold and clean lines that will still feel right in ten years.
Vibrant
A touch of energy, from teal accents to bold crops and a city that never slows down, keeps us from feeling corporate.
Architectural
Structured, precise and grounded in the building itself, like the geometry of the 161 mark.
Bilingual
At home in Arabic and English, moving between them naturally and with equal care.
Personality
How the brand would behave if it were a person.
Premium
Refined, confident and considered. Quality shows in every detail, never in excess.
Warm
Welcoming and personal. We greet people as guests, not tenants.
Classy
Timeless rather than trendy: navy, gold and clean lines that will still feel right in ten years.
Vibrant
A touch of energy, from teal accents to bold crops and a city that never slows down, keeps us from feeling corporate.
Architectural
Structured, precise and grounded in the building itself, like the geometry of the 161 mark.
Bilingual
At home in Arabic and English, moving between them naturally and with equal care.
Messaging
What we say about ourselves, and the ideas we repeat everywhere.
A Hub for Business.
161 North East is Riyadh's prime hub for businesses of today and tomorrow: a premium business center at Riyadh City Center where local and international companies find an address worthy of their ambition, and a team that makes them feel at home.
Riyadh's prime address
In the heart of Riyadh City Center, connected to the city's business districts, landmarks and roads.
Premium, with warmth
Landmark architecture and hotel-grade service, delivered personally.
Ready for business
Move-in-ready workspaces, meeting rooms and services, so companies can focus on growth from day one.
Built for today and tomorrow
Flexible space that grows with each business as Riyadh becomes the region's business capital.
Messaging
What we say about ourselves, and the ideas we repeat everywhere.
A Hub for Business.
161 North East is Riyadh's prime hub for businesses of today and tomorrow: a premium business center at Riyadh City Center where local and international companies find an address worthy of their ambition, and a team that makes them feel at home.
Riyadh's prime address
In the heart of Riyadh City Center, connected to the city's business districts, landmarks and roads.
Premium, with warmth
Landmark architecture and hotel-grade service, delivered personally.
Ready for business
Move-in-ready workspaces, meeting rooms and services, so companies can focus on growth from day one.
Built for today and tomorrow
Flexible space that grows with each business as Riyadh becomes the region's business capital.
Foundations
Identity
Visuals
Application
Foundations
Identity
Visuals
Application
Foundations
Identity
Visuals
Application