From an evolving partnership to a newly unified business, M helped BAE Systems Arabian Industries bring its story to life at World Defense Show 2026.
M's journey at World Defense Show began with its inaugural edition in Riyadh in 2022, supporting the launch of Kingdom Partner Companies. In 2024, that relationship evolved through the development of a co-branded visual identity, applied across rich media, exhibition displays and marketing materials. By WDS 2026, the story had entered a new chapter.
Formed in 2025 through the merger of BAE Systems Saudi Development and Training (SDT) and Saudi Maintenance and Supply Chain Management Company Ltd. (SMSCMC), BAE Systems Arabian Industries brought together established capabilities under one identity.
The challenge was to introduce this newly unified business to Saudi Arabian and international audiences, communicating its breadth of expertise, contribution to the Kingdom and growing role in the global defence supply chain.
How do you communicate the breadth of a complex defence business in a way that feels human, relevant and memorable? We developed a narrative connecting the organisation's key pillars by creating distinct personas to personify each capability.
A people-led approach to a complex corporate story, making the business easier to understand and its impact more tangible.
At the heart of the experience was an immersive 180-degree film, combining CGI, visual storytelling and a carefully developed narrative.
Visitors moved from introductory content into an immersive environment before exploring the business in greater detail through interactive installations and dedicated displays.
Each element played a role:
Together, they transformed a multifaceted business story into a connected visitor journey.
Bringing a newly formed organisation to market requires aligning perspectives, refining messages and finding a common voice across multiple business functions and stakeholders. From narrative development and CGI production to exhibition design, build and on-site delivery, M worked collaboratively with the client team to bring those elements together.
As the project evolved, flexibility remained essential, accommodating changing requirements and stakeholder input through to the opening of the show.
From launching Kingdom Partner Companies in 2022 to introducing BAE Systems Arabian Industries in 2026, M's involvement at World Defense Show reflects an evolving understanding of the Kingdom's aerospace and defence landscape. For BAE Systems Arabian Industries, WDS 2026 provided a platform to communicate the people, expertise and ambition behind its contribution to the Kingdom.