Tilal — Publication concept & editorial strategy

Identifying vision, designing editorial strategies, and producing multimedia content to engage Tilal’s audience and stakeholders.

CLIENT

SECTOR

Real Estate Development

YEAR

2023

DELIVERABLES

Content Strategy

STORY

THE CHALLENGE

Tilal is an innovative real estate development company established to meet the growing demand for housing in the Kingdom of Saudi Arabia. With 40,000 employees, Tilal represents three Saudi groups — an alliance providing access to an extensive network with a resource pool of more than 115 companies across various sectors.

As a newly established but significantly sized real estate company, Tilal needed content to convince stakeholders to come together around its innovative new model for development.

The team knew what they wanted to do, but hadn’t yet found a way to communicate their vision.

OUR APPROACH

We created a concept for Tilal to communicate with stakeholders through an interactive multimedia content experience combining text, audio, video and graphics. Called Tilal Life, it was conceived as a quarterly publication, initially web-based but with the scope to become a print publication with supplementary online interactive material.

By identifying the needs of Tilal’s audience and examining how those needs coincided with Tilal’s vision, we designed Tilal Life to speak to the growth the client wanted to achieve.

We delivered the first edition of Tilal Life as an interactive web page with multimedia elements. We also designed the next three issues and gave the client the step-by-step editorial calendar necessary to implement those designs.

The publication was designed around where Tilal’s vision and its stakeholders’ interests met.

THE OUTCOME

With Tilal Life as the basis for its stakeholder communication, the company has a unified content voice behind its vision for development in Saudi Arabia.

The wealth of material associated with Tilal Life and its editorial calendar — whether shared via the publication or by personal correspondence — gives Tilal the content it needs to stay on the minds of stakeholders for the next year and more.