Saudi Air Navigation Services (SANS) is the company responsible for providing air navigation services in the Kingdom, where it plays an important role in the security and safety of airspace and aircraft movement within the Saudi airspace. The challenge was to create a purpose statement that is reminiscent of the great responsibility carried out by the company in the context of aviation.

We began with our immersion phase, which included interviews of key stakeholders, where we grasped the organization’s overall ambition, and gained clarity on the ground realities for the staff. This enabled us to create the purpose statement “Managing Skies, Securing Lives” An inspiring and timeless purpose statement that appeals to the higher order reason for being for SANS employees, and echoes the great responsibility bestowed upon the company.