To engender trust, the brand identity must be principled yet relevant to a young and ambitious Saudi generation. The brand identity is derived from an inspiring Hadeeth. Hadeeths are a literary collection of lifestyle teachings, deeds and sayings which were circulated into society by the early Islamic scholars.

The fundamentals of this particular Hadeeth teaches Muslims that 9/10ths of their wealth must be generated from the rigorous pursuit of business and trade opportunities. It encompasses everything that the brand believes and stands for. It helps to shift people’s mindset from job seeking to opportunity hunting, from being passive consumers to becoming proactive creators.

As a graphical visual language, it is extremely adaptable and able to live any situation and for any subject. It therefore acts as a constant reminder of the personal commitment required to achieve the best you can in business. It celebrates the 90% and in doing so always highlights the spark of inspiration that is define the gem of a great business idea.

Businesses and business people are being attracted to the brand. The brand identity has been effective in promoting not only the 9/10ths initiative, but also uplifting an entire sector within the Saudi market. It is helping to evolve the way SMEs do business with each other. The new brand ambition is providing the perfect platform from which to launch a range of innovative tools and services for up and coming entrepreneurs. The brand goes to market as being as dynamic as the many enterprising companies it represents.

Our new and memorable name, 9/10ths, and the brand concept takes advantage of how bringing a historical reference can inform and inspire the future. A simple idea embedded in relevant cultural truth.

9/10ths is a SME hub and start-up accelerator in Saudi Arabia. The role of SMEs and entrepreneurship are crucial for the Saudi economy and for the future of new job creation. Even so, many SMEs face a number of challenges when getting started. These challenges can be solved through strong government support and more importantly with more awareness of innovative products, tools and services. In this environment brand plays such an important role in increasing the visibility and understanding for making key connections quickly.