Rebrand to Saudi Energy

The utility launched a new corporate identity and changed its trading name from Saudi Electricity Company to Saudi Energy, signalling a move beyond electricity generation and distribution into a broader energy remit.

The brief

Customers, investors and the Saudi market, as the national electricity company widened its role into broader energy.

What to borrow

Swapping a product word for a category word in the name widens what a utility can credibly claim to do.