Mobily, Saudi Arabia’s second-largest telecommunications operator, has unveiled its first major brand overhaul in nearly two decades as it accelerates its transition from a traditional telecoms provider into a broader technology and media services company.

Developed in collaboration with global agency Saffron Brand Consultants, the rebrand reflects Mobily’s ambition to play a larger role in the Kingdom’s digital transformation agenda under Vision 2030.

Saffron said the new brand direction positions the company as a long-term partner in Saudi Arabia’s rapidly digitising economy, moving beyond basic connectivity toward more immersive digital experiences.

Research by the agency found the regional telecoms sector to be highly competitive, with operators often leaning on similar narratives around empowerment and digital progress. To distinguish Mobily, the new strategy draws on its roots as a market challenger, with a focus on closeness to customers and “everyday delight.”

The shift is centered on two priorities: transitioning from a purely functional tone to a more human, customer-focused voice, and enhancing appeal among younger users who are drawn to fast, engaging digital formats.

The refreshed identity retains core elements, including the logo mark and signature blue palette, while introducing a more contemporary visual and verbal system. The wider rebrand also covers brand architecture, digital experience design, sonic branding, and governance frameworks.

Luz Erhardt, Chief Client Officer at Saffron, said the work was designed to “future-proof” the brand as it evolves beyond telecoms. Senior Creative Director Matt Atchison said the challenge was modernising the brand while preserving its legacy as a challenger. Metab A. AlAjmah, Mobily’s General Manager of Brand and Media, called the rebrand a milestone, saying it brings long-needed clarity after years of an indistinct identity.

The new brand launches this week, with a phased rollout continuing into 2026.