Case Study: Mobily supercharges its brand for a digital future with Saffron Brand Consultants

Mobily completes a 2-year brand transformation with Saffron Brand Consultants

Mobily, a major Saudi Arabian telecommunications provider, faced a challenge after nearly two decades in operation. Its identity as a dynamic challenger brand had faded, losing relevance in an intense market and hindering its ambitious shift toward leadership in telecoms, media, and technology. To address this, Mobily partnered with Saffron Brand Consultants for a comprehensive brand transformation involving strategy, identity, and customer experience.

Saffron developed a new brand positioning, "Your World, Ever Closer," and a complete identity system to bring it to life. This included a vibrant visual language, a bespoke Arabic and Latin font, and a bold verbal identity, all designed to create superior customer experiences. The rebranding by Saffron provided Mobily with a unified creative language for new sectors and a governance framework for future growth, resulting in a powerful return to putting the audience first. This successful transformation was recognized when Mobily won the Effie Award Saudi Arabia 2026 for Most Effective Brand of the Year.

Mobily