THE CHALLENGE
Explaining Sustainability to Youth Without Losing Credibility
SGI’s mission is ambitious, but sustainability concepts can feel abstract, especially for children and younger audiences. The initiative needed a way to educate without sounding technical or distant, and to inspire participation without reducing the message to generic “eco” content.
The character could not be a simple mascot placed next to a logo. It had to function as a true brand ambassador with a clear role in the ecosystem, fully aligned with SGI’s values and culturally resonant for Saudi Arabia.
The challenge was to build a youth-friendly communication layer that remains serious in purpose, while being warm, engaging, and easy to understand.
THE CORE CONCEPT
A Mascot Designed as a Long-Term Brand Ambassador
We treated the character as an integrated part of SGI’s system, not a decorative campaign asset. The goal was to create a living brand persona that could educate, guide, and inspire future generations over time, across media and initiatives.
After exploring multiple Saudi wildlife options, we chose the Arabian Leopard as the strongest symbol of local pride, natural beauty, and cultural relevance. The result was Namour, a friendly, confident character designed to carry SGI’s message with clarity and warmth.
THE STRATEGY FOR GROWTH
Make the Mission Personal, Memorable, and Scalable
Our strategy focused on building a youth-first communication layer that could scale with SGI over time. We began by selecting a symbol with real cultural and emotional weight, evaluating several native Saudi species before choosing the Arabian Leopard as the strongest foundation for a nationally resonant character.
From there, we designed Namour as a persona people could genuinely connect with. That meant developing a complete character system, including his backstory, personality, and speaking style, then refining the design through multiple feedback rounds to meet local cultural expectations and leadership standards.
Finally, we treated the launch as a strategic moment, not a simple reveal. Namour was introduced through an animated debut video released on June 5th, World Environment Day, to establish his mission clearly, create a memorable first impression, and set the tone for future storytelling and education.
PROJECT SHOWCASE
VALUE DELIVERED
A Youth-Friendly Brand Layer Built for Long-Term Impact
Direct gains
- A relatable character that explains SGI’s goals in simple language for youth audiences.
- A culturally grounded mascot that strengthens local pride and emotional connection.
- A launch asset that introduced the sub-brand clearly and generated curiosity at the right moment.
Strategic advantages
- A scalable brand ambassador that can support future campaigns, education programs, and community initiatives.
- A long-term storytelling platform that keeps sustainability messaging consistent over time.
In short, Namour became a communication system for SGI’s youth engagement, not just a mascot.
FINAL WORDS
If sustainability is to become a shared habit, it must be understood early and remembered often. Namour was built to help SGI do exactly that: turn a national climate mission into a story young audiences can connect with and carry forward. A serious mission. A friendly guide. A symbol built to last.
Testimonial
Namour's animation played a vital role in engaging and informing school visitors during the SGI Gallery, highlighting Namour's physical presence on the ground. The animation brought the character to life, providing an interactive and educational experience for students and attendees. DFA helped translate FGS Global's vision into a creative and dynamic animation, incorporating educational elements that aligned with the objectives of Namour and SGI targets. DFA's contributions supported increased social interaction, visibility, and audience engagement, making the experience both impactful and memorable for visitors.
