NHC

While much attention has been given to the country’s economic reform, the quieter but equally significant shift is in everyday life: the drive to improve health, wellbeing, and housing for its citizens. During this transformational period, with more homes being constructed than ever before, the design and character of new districts reflect evolving social narratives: How do the people of Saudi Arabia want to live their lives?

National Housing Company (NHC) was established in 2016 with a clear mandate to contribute towards increasing Saudi homeownership, supporting the national target of reaching 70% by 2030. Since then, it has turned this dream into reality for thousands, delivering over 50,000 homes to date and with an additional 163,000 units currently under construction.

Since its founding, NHC itself has transformed as well, moving beyond selling private single-family plots to large-scale urban development, adopting the role of master planner, and reshaping Saudi society through thoughtful building and community design.

Because of this shift, our research revealed a gap in perception: homebuyers saw NHC as a provider of social housing. Stuck in the past, the old brand stood at odds with the force for change that NHC had become. It needed to evolve, especially as today’s buyers are looking for community focused developments with modern amenities—expectations the old brand failed to convey.

At the heart of the new brand lies the idea of “Life, Enhanced,” a platform that signals NHC’s evolution from a construction-centric enabler of homeownership and provider of social housing into a place creator and pioneer in the rapidly changing real estate landscape.

Our strategy encompassed every aspect of the brand, including the buying experience. Sales centers are set to move from dusty desert construction sites into city centers. These spaces are designed to be aspirational, immersing buyers in the lifestyle experience to come.

The new visual identity captures NHC’s role at the heart of modern living. Inspired by the visions of interconnected green, shared spaces—including ambitious projects like Khuzam—the new logo draws the eye to the center, surrounded by green botanical shapes.

The color symbolizes national pride and growth and is complemented by warm tones inspired by the sun at dusk, a time when people are likely to gather after the harsh daylight fades. All visual imagery also took a new direction, shifting from clinical bird’s-eye views to ground-level perspectives, offering a more relatable sense of what life would be like in these communities.

NHC’s brand launch at Cityscape Global marked a decisive new chapter. This bold introduction established the company as the region’s foremost master planner, shaping how a new generation of residents live, gather, and connect. The message was clear: NHC has evolved from a government-sponsored land distributor into a national lifestyle innovator who not only sets the standard but continuously raises it, while paving the way for a more open and diverse real estate market.