Transforming a Saudi Conglomerate for a New Era

The Solution
We began with dynamic workshops to thoroughly understand Rawabi’s growth paired with its challenges and aspirations. During these sessions, the chairman’s vision of staying ahead of the curve and embracing future opportunities emerged as a cornerstone truth. This vision became the foundation of the new brand promise, “Empower Next,” reflecting Rawabi’s commitment to continuous innovation, pioneering ideas, and forward-thinking approach, all while staying true to its core platform, “Powered by People.” To address the issue of brand fragmentation caused by their rapid expansion, we restructured Rawabi’s brand architecture to define the hierarchy and relationships among its subsidiaries, joint ventures, and endorsed brands, ensuring consistent branding across the organization. This reorganization provided a cohesive framework and naming nomenclature to manage the brand effectively as they continue to grow.

The new brand identity needed to authentically reflect the company’s essence while aligning with their updated brand strategy. Rather than a complete overhaul, we chose to enhance the existing identity to preserve its established value and recognition by redefining the “Rawabi Trefoil,” a modern adaptation of the design from 12 years ago. The Trefoil symbolizes Rawabi’s core values of human-centricity, innovation, and value creation, while its outward orientation reflects the company’s forward-thinking perspective. With the brand refresh, it was decided to drop “Holding” from their name, emphasizing “Rawabi” a name synonymous with excellence and growth in Saudi Arabia. This change marks a new era of expansion while honoring the brand’s rich history. The new design language was inspired by the states of matter—solid, liquid, and gas —reflecting Rawabi’s diverse core services and solutions. This design vocabulary translated into dynamic textures and visual elements capturing the fluidity, adaptability, and stability of Rawabi’s operations.

Complemented by a newly defined imagery style, the new system highlights a people-centric approach, reflecting Rawabi’s essence and commitment to human-centered values. Bringing this concept to life, we orchestrated a multi-city photo shoot across Saudi Arabia, which provided the content for the brand’s new corporate video used at the launch.

The official launch of Rawabi’s new brand was a landmark event, organized by the MBLM and Rawabi teams. Attended by industry leaders, media, and key stakeholders, the event featured keynote speeches from senior executives, who articulated the vision behind the rebranding and the company’s future aspirations. Prior to the public reveal, we launched multiple internal campaigns and training programmes and appointed brand ambassadors to ensure the team was aligned with the new brand. This approach fostered a unified understanding of the refreshed identity and values and equipped everyone to embody them effectively.

Results

• A brand strategy that positions them as a transformative, human-centric, and future-focused global conglomerate, with a vision designed to remain relevant and impactful for the next decade and beyond.
• A refreshed brand identity that elevated the brand, capturing its true essence and future-focused vision.
• A pragmatic brand architecture framework that supports growth while effectively governing and safeguarding the brand.
• A new market perspective established for Rawabi through high-quality visual content and compelling storytelling.