9th December, London: Mobily, Saudi Arabia’s second-largest telecom operator, is launching its first major brand overhaul in two decades. Developed in partnership with global brand agency Saffron Brand Consultants, the rebrand launches their transformation into a technology and media services powerhouse.
From Telco to Tech Pioneer
The rebrand supports Mobily’s transformation moving from traditional connectivity to become an essential technology partner in Saudi Arabia’s evolution towards the 2030 vision. At a time when the Saudi economy and society are rapidly digitising, Mobily is pivoting to deliver next-generation digital experiences.
A strategy of everyday Delight
Saffron’s initial analysis revealed a crowded telco landscape saturated with identical messages of “empowerment” and “digital ambition.”, messages that were becoming predictable and failing to stand out.
To carve out a unique space, Saffron returned to Mobily’s roots as the original market challenger. This inspired a brand strategy centered on proximity and everyday delight, celebrating the small, meaningful ways in which technology enhances life.
This strategy shifts the brand focus in two main areas –
- From functionality to individuality: celebrating human warmth, and fulfillment that technology enables in daily life
- A brand for Young Saudi Arabia:the renewed brand is specifically designed to resonate with younger Saudis, a demographic that constantly seeks novelty, “micro-thrills,” and uplifting moments woven into their routines.
Building on existing equities like the symbol and hero colour, the new brand expression immediately communicates warmth and modernity. It combines verbal and visual expression through a carefully curated humanistic tone of voice and a visual identity built on bright, expressive use of color, light, and motion, ensuring the brand is felt as much as it is seen.
The project was a comprehensive engagement one that spanned brand strategy, architecture, brand experience design, visual and verbal identity, a full digital design system, sonic branding and robust brand governance tools and frameworks.
By consistently designing experiences that deliver these bite-sized moments of joy, Mobily is moving beyond functional delivery to build profound emotional relevance with its target audience.
Luz Erhardt, Chief Client Officer at Saffron Brand Consultants, said: “This rebrand is a strategic pivot to future-proof Mobily within the Vision 2030 landscape. Our deep partnership was essential to support their transformation from a utility provider into a pioneering technology and media company. The brand is now dynamic and fully scalable, equipped to play a key role in the Kingdom’s national tech and digital agenda.”
Matt Atchison, Senior Creative Director at Saffron Brand Consultants, said: “We weren’t looking to erase Mobily’s history, but to honour and build upon its legacy as the original market challenger. The goal was simple: take that pioneering spirit and make it instantly contemporary. This rebrand evolves the foundations of what exists, ensuring the brand remains relevant and exciting for the next generation without losing its powerful core.”
Metab A. AlAjmah, GM Brand & Media at Mobily
“I am immensely proud of this rebrand. Aligning our board on a transformation this ambitious was not easy, but Saffron’s strategic approach and partnership was instrumental in making it work. Now, after years of a vague identity, we have successfully defined and delivered a clear brand promise, marking Mobily’s powerful return to putting the audience first!”
The new brand launches this week, with wider rollout continuing through 2026.
