Brand, product and UX for VICE, including its Saudi launch as Thaa
At Bravoure I led the brand, digital product and UX work for VICE. The biggest step was taking VICE into Saudi Arabia. We repositioned the brand as Thaa, distanced it from the VICE legacy and built an identity that respects local culture and traditions. On the product side we designed a subscription platform with a steady flow of local content. AI helped us cover topics broadly and produce fast while staying on topic, so the brand promise and the product experience grew together. With regional teams working as one, Thaa launched within six months.
Take VICE into the Saudi market as Thaa, free of legacy issues, with a culturally attuned brand and a subscription product that keeps people coming back.
Brand repositioned as Thaa
Subscription product with AI assisted local content
Regional teams, one launch in six months
Launched Thaa in six months, establishing a strong local presence
Created a sustainable subscription content model for ongoing engagement
