+ FlyAkeed
Repositioning a Travel Tech Brand
from B2C to B2B2C
#BrandStrategy #B2B2C #Repositioning #NarrativeDesign
Overview
Fly Akeed is a travel-tech platform originally focused on consumer travel in Saudi Arabia. As they scaled, they needed to shift their focus from B2C to a B2B2C model that could better serve corporate clients and retain user intimacy.
The Challenge
The brand identity and communication were still built for an individual traveler — while the product had evolved to target enterprise clients and HR departments. There was a mismatch between brand image and business model. Internal teams struggled to communicate the shift clearly, both visually and strategically.
The Approach
I led a full brand audit and strategy sprint with their team to:
Clarify their new positioning as a B2B2C platform
Build a core brand narrative focused on productivity, reliability, and intelligent travel
Differentiate their internal brand voice (for HR / procurement) vs. end-user communication
Align visual direction and future campaigns with the new business model
The Outcome
Clear internal alignment around the brand’s new direction
Reshaped the brand story to better attract high-value B2B clients
Set the foundation for an upcoming full rebrand
Equipped the team with simplified messaging and brand pillars they actually used
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© Hamza Najjar 2025