Challenge
Founded in 2000, Saudi Electricity Company (SEC) was established to improve the Kingdom’s energy industry by enhancing its services in generation, transmission, and distribution.
As Saudi Arabia advances its Vision 2030 and its energy landscape evolves, SEC is venturing into new markets and complementary, unregulated businesses. To support this transformation, SEC identified the need to transition from a traditional electric utility to a multi-energy solutions provider.
As Saudi Arabia advances its Vision 2030 and its energy landscape evolves, SEC is venturing into new markets and complementary, unregulated businesses. To support this transformation, SEC identified the need to transition from a traditional electric utility to a multi-energy solutions provider.
What we did
After conducting extensive research to understand the role energy plays in people’s daily lives, we found a powerful insight: energy is the invisible force that makes everything possible. Building on this, we defined the brand territory “Invisible Omnipresence,” firmly placing people at the center of what SE Saudi Energy does.
To support the company’s expansion into unregulated businesses, we also designed a brand architecture that clarifies the role of the corporate brand in relation to traditional regulated activities and new initiatives.
The new visual identity is built around a powerful central idea: presenting SE Saudi Energy as the heart of the nation, the source from which energy flows. The brand also finds a powerful new expression through sound.
To support the company’s expansion into unregulated businesses, we also designed a brand architecture that clarifies the role of the corporate brand in relation to traditional regulated activities and new initiatives.
The new visual identity is built around a powerful central idea: presenting SE Saudi Energy as the heart of the nation, the source from which energy flows. The brand also finds a powerful new expression through sound.
BRAND ARCHITECTURE, BRAND PORTFOLIO, IDENTITY, NAMING, STRATEGY
“Interbrand worked closely with us throughout our rebranding journey, helping translate strategy into a clear positioning and a powerful identity that truly reflects who we are and where we are heading. They challenged our thinking, added depth to every discussion, and brought global expertise with strong local understanding”.
Yazeed Alharthi, Div. Manager Brand Development, SE Saudi Energy
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