SE Saudi Energy marks next chapter as strategic enabler in Kingdom’s energy transformation
Rebrand developed in collaboration with Interbrand and Sixième Son reflects SE Saudi Energy’s expanded role as a strategic enabler in advancing Saudi Arabia’s energy future in line with Vision 2030.
Riyadh, Saudi Arabia, June 17, 2026 – Saudi Electricity Company (SEC) has unveiled SE Saudi Energy, a new brand developed in partnership with global brand consultancy Interbrand and sonic branding agency Sixième Son, as the Kingdom’s national utility evolves beyond electricity to become a strategic enabler of a more integrated, resilient energy ecosystem. Following its successful launch in Saudi Arabia, the rebrand is now being introduced to international audiences as part of SE Saudi Energy’s broader global engagement.
The new brand reflects SE Saudi Energy’s expanding role in shaping Saudi Arabia’s energy future, aligning with Vision 2030. The company is transitioning from an engineering-focused electricity provider to a strategic energy platform focused on enabling integration, efficiency, and long-term resilience across the Kingdom’s energy ecosystem.
Founded in 2000, SEC’s initial objective was to modernize the Kingdom’s energy sector through integrated services. In line with advancing technology and growing customer expectations, the company has since recognized the need to expand beyond the traditional utility model by entering new segments that complement and strengthen its core offerings . This next chapter of evolution positions SE Saudi Energy to play a more integrated role in supporting national energy priorities and future demand.
The strategic move is captured in a simple but fundamental transition: From Saudi Electricity Company (SEC), a national provider focused on electricity generation, transmission, and distribution, to SE Saudi Energy, a multi-energy solutions provider enabling a more connected, efficient and sustainable energy ecosystem across the Kingdom.
Sarah Altuwaijri, Executive VP, Corporate Communications & Marketing at SE Saudi Energy, said: “This rebrand reflects far more than a change in identity. It represents the evolution of our role from a traditional electricity provider to a strategic enabler of a more integrated, resilient, and future-ready energy ecosystem. As Saudi Arabia advances its Vision 2030 ambitions, SE Saudi Energy is uniquely positioned to connect infrastructure, innovation, and people—powering progress across the Kingdom and creating long-term value for future generations.”
The transformation further strengthens SE Saudi Energy’s role as a strategic enabler of the Kingdom’s evolving energy ecosystem, supporting national energy priorities while enhancing operational integration, digital readiness, and system-wide efficiency. It positions the company to deliver a more unified and future-ready experience for customers, partners, and stakeholders, while enabling a more connected, resilient, and sustainable energy landscape in line with Saudi Arabia’s long-term ambitions.
Riyadh, Saudi Arabia, June 17, 2026 – Saudi Electricity Company (SEC) has unveiled SE Saudi Energy, a new brand developed in partnership with global brand consultancy Interbrand and sonic branding agency Sixième Son, as the Kingdom’s national utility evolves beyond electricity to become a strategic enabler of a more integrated, resilient energy ecosystem. Following its successful launch in Saudi Arabia, the rebrand is now being introduced to international audiences as part of SE Saudi Energy’s broader global engagement.
The new brand reflects SE Saudi Energy’s expanding role in shaping Saudi Arabia’s energy future, aligning with Vision 2030. The company is transitioning from an engineering-focused electricity provider to a strategic energy platform focused on enabling integration, efficiency, and long-term resilience across the Kingdom’s energy ecosystem.
Founded in 2000, SEC’s initial objective was to modernize the Kingdom’s energy sector through integrated services. In line with advancing technology and growing customer expectations, the company has since recognized the need to expand beyond the traditional utility model by entering new segments that complement and strengthen its core offerings . This next chapter of evolution positions SE Saudi Energy to play a more integrated role in supporting national energy priorities and future demand.
The strategic move is captured in a simple but fundamental transition: From Saudi Electricity Company (SEC), a national provider focused on electricity generation, transmission, and distribution, to SE Saudi Energy, a multi-energy solutions provider enabling a more connected, efficient and sustainable energy ecosystem across the Kingdom.
Sarah Altuwaijri, Executive VP, Corporate Communications & Marketing at SE Saudi Energy, said: “This rebrand reflects far more than a change in identity. It represents the evolution of our role from a traditional electricity provider to a strategic enabler of a more integrated, resilient, and future-ready energy ecosystem. As Saudi Arabia advances its Vision 2030 ambitions, SE Saudi Energy is uniquely positioned to connect infrastructure, innovation, and people—powering progress across the Kingdom and creating long-term value for future generations.”
The transformation further strengthens SE Saudi Energy’s role as a strategic enabler of the Kingdom’s evolving energy ecosystem, supporting national energy priorities while enhancing operational integration, digital readiness, and system-wide efficiency. It positions the company to deliver a more unified and future-ready experience for customers, partners, and stakeholders, while enabling a more connected, resilient, and sustainable energy landscape in line with Saudi Arabia’s long-term ambitions.
The new visual identity translates this strategic evolution into a cohesive and scalable brand system. In collaboration with Interbrand, SE Saudi Energy developed a brand strategy grounded in stakeholder insight to understand the role energy plays in people’s daily lives. This approach ensures the brand reflects SE Saudi Energy’s broader role in enabling a more integrated and efficient energy ecosystem.
Héctor Saracho, Senior Partner, Executive Director Strategy at Interbrand, said: “SE Saudi Energy is redefining what a national utility can be. Together, we have created a brand that honors a trusted legacy while embracing a broader, people-centric role in Saudi Arabia’s future. The brand communicates the transformation consistently at a moment of profound change for the Kingdom’s energy landscape”.
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, expands, and reaches every corner of the Kingdom. In this sense, it translates the invisible yet essential role of energy into a clear visual language, expressing how energy is generated and transmitted, connecting communities, powering infrastructure, and driving national progress.
Following the work carried out by Interbrand, Sixième Son supported SE Saudi Energy so that the brand would not only be seen but also felt.
The sonic identity translates SE’s purpose into a living, emotional experience that resonates across every touchpoint.
As Laurent Cochini, Global Managing Director of Sixième Son, explains: “Rooted in local culture, the sonic identity blends heritage and modernity while creating a sense of harmony between technology and people. This sonic identity strengthens recognition, consistency, and emotional connection with the brand’s audiences.”
The sonic identity will be present across all touchpoints, from the customer service line and digital platforms to event kits. It will ensure a consistent and emotionally engaging brand experience, positioning Saudi Energy as a key enabler of sustainable growth, infrastructure development, and long-term energy resilience in the Kingdom.
For more information, contact:
Kaitlin Clark – kaitlin.clark@omc.com
Sophie de Busni – s.debusni@sixiemeson.com
About Interbrand
Interbrand has been a world-leading brand consultancy for more than 50 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.
In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of Omnicom Branding.
About Sixième Son
Sixième Son is a global sonic branding agency that creates long-lasting sonic identities, designs sonic signals, and provides soundscapes for environmental brand experiences.
Sixième Son aims to increase brand value by differentiating each brand, calling attention to it, conveying its values, and making it memorable and successful through sound. They have developed more than 500 sonic identities for brands worldwide across all sectors, both B2B and B2C. Over 2 billion people worldwide hear at least one Sixième Son creation daily. Their offices include Dubai, Madrid, New York, Paris, Singapore and Toronto.
About SE Saudi Energy:
SE Saudi Energy is one of the largest integrated energy infrastructure companies in the Middle East and North Africa, serving more than 11.5 million customers across the Kingdom of Saudi Arabia.
As the nation’s primary electricity provider and a strategic enabler of Saudi Arabia’s energy transformation, SE Saudi Energy plays a central role in powering economic growth, supporting industrial development, enabling renewable energy integration, and strengthening the resilience of the national energy ecosystem.
Through its integrated generation, transmission, and distribution businesses, SE Saudi Energy operates one of the region’s most advanced energy networks, delivering reliable, secure, and sustainable energy solutions that support the Kingdom’s ambitions under Vision 2030.
Driven by innovation, digital transformation, and a commitment to customer excellence, SE Saudi Energy is building the infrastructure, capabilities, and partnerships required to power the Kingdom’s future and contribute to global energy progress.
The sonic identity translates SE’s purpose into a living, emotional experience that resonates across every touchpoint.
As Laurent Cochini, Global Managing Director of Sixième Son, explains: “Rooted in local culture, the sonic identity blends heritage and modernity while creating a sense of harmony between technology and people. This sonic identity strengthens recognition, consistency, and emotional connection with the brand’s audiences.”
The sonic identity will be present across all touchpoints, from the customer service line and digital platforms to event kits. It will ensure a consistent and emotionally engaging brand experience, positioning Saudi Energy as a key enabler of sustainable growth, infrastructure development, and long-term energy resilience in the Kingdom.
For more information, contact:
Kaitlin Clark – kaitlin.clark@omc.com
Sophie de Busni – s.debusni@sixiemeson.com
About Interbrand
Interbrand has been a world-leading brand consultancy for more than 50 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.
In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of Omnicom Branding.
About Sixième Son
Sixième Son is a global sonic branding agency that creates long-lasting sonic identities, designs sonic signals, and provides soundscapes for environmental brand experiences.
Sixième Son aims to increase brand value by differentiating each brand, calling attention to it, conveying its values, and making it memorable and successful through sound. They have developed more than 500 sonic identities for brands worldwide across all sectors, both B2B and B2C. Over 2 billion people worldwide hear at least one Sixième Son creation daily. Their offices include Dubai, Madrid, New York, Paris, Singapore and Toronto.
About SE Saudi Energy:
SE Saudi Energy is one of the largest integrated energy infrastructure companies in the Middle East and North Africa, serving more than 11.5 million customers across the Kingdom of Saudi Arabia.
As the nation’s primary electricity provider and a strategic enabler of Saudi Arabia’s energy transformation, SE Saudi Energy plays a central role in powering economic growth, supporting industrial development, enabling renewable energy integration, and strengthening the resilience of the national energy ecosystem.
Through its integrated generation, transmission, and distribution businesses, SE Saudi Energy operates one of the region’s most advanced energy networks, delivering reliable, secure, and sustainable energy solutions that support the Kingdom’s ambitions under Vision 2030.
Driven by innovation, digital transformation, and a commitment to customer excellence, SE Saudi Energy is building the infrastructure, capabilities, and partnerships required to power the Kingdom’s future and contribute to global energy progress.
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