Feel connected. Building better city life in Saudi Arabia
We delivered positioning, naming, visual identity and product strategy. Barq is a city super-app that brings power bank sharing, car sharing, e-scooter sharing and a cashback rewards program into one place.
Barq is built to support the Kingdom's push toward innovative, sustainable cities
Under Saudi Vision 2030 the Kingdom is rebuilding how its cities work: new districts in Riyadh, giga-projects such as NEOM and THE LINE, and the Red Sea destinations developed by Red Sea Global. The country now hosts major festivals, international sporting events, the Formula 1 Saudi Arabian Grand Prix, and from October 2030 it hosts Expo 2030 Riyadh.
One positioning that answered three audiences
We landed on "Feel connected" — connection to the city across three layers: physical, digital and social. For venue partners the same positioning reads commercially: a station installed at zero cost, and more foot traffic.
The brand's form came from the cultural code of the region
The name comes from the Arabic word for lightning, برق. It is short, it reads naturally in the local context, and it carries the meanings the positioning needed. Gold reads as a code for quality and trust in Arab culture. The tactile 3D renders of the power bank draw on Arabian jewelry, built on a base of desert sand. The lockup is bilingual: Arabic leads, Latin sits below it as a signature.
Sustainability is built into the business model
Power banks run a full lifecycle through to recycling, comply with the EU RoHS Directive, and every station carries an e-waste collection bin. The industry default for station placement is paid rent. Barq runs on revenue-share agreements with transport, tourism and entertainment venues.
Team
Abdugafur, Randa Khair, Ahmed Muharram, Nastya Dyadkina, Abdurrahman Salih, Abdurahman Khalib, Valentin Baykov, Davud Aliev, Nastya Nesudimova. Thanks to Magomet, Bulat, Artur and the rest of the Barq team for their trust.
