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posted on May. 13, 2025 at 10:30 amMay 13, 2025

Maaden rebrand makes mining cool, contemporary focused on talent and tech

posted on May. 13, 2025 at 10:30 amMay 13, 2025

Maaden's Susan Parker speaks to Campaign Middle East about why the mining company's rebrand and foray into partnerships with Formula One and LIV Golf are about so much more than just a new logo and visual identity.

Maaden, formerly known as the Saudi Arabian Mining Company, which is one of the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has marked the start of a new chapter by unveiling its new brand and visual identity.

The new brand aims to be an impactful expression of the company’s ambitious vision: to drive innovation, lead with purpose and to inspire and invest in the next generation.

For the rebrand, Maaden worked with Creative Artists Agency (CAA) to develop the complete brand identity, and partnered with creative and marketing agency Ducklife to bring the brand campaign to life across digital platforms and out-of-home adve

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Tags:AMR25 Formula One car Aston Martin B2C Bob Wilt brand identity brand partnerships business to consumer CAA Creative Artists Agency domestic development Ducklife Formula One innovation LIV Golf logo Maaden minerals mining Rebrand Recruitment Saudi Arabia sponsorships Sports Marketing Susan Parker talent technology Vision 2030 visual identity

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.