Riyadh, Saudi Arabia, January 28th 2026.- Aljazira Bank, one of Saudi Arabia’s pioneering financial institutions, has unveiled a new brand identity that reflects a strategic evolution aligned with its long-term direction. The identity reinforces the Bank’s focus on wealth management as a core pillar, disciplined growth, and integrated banking solutions, supported by stronger digital capabilities and a commitment to sustainable value creation, so it can better serve affluent individuals, families, corporates, and institutions across generations, in line with the promise: Wealth Grows Here.

This rebrand was developed by the leading global brand consultancy Interbrand and was led by Aljazira Bank’s current Senior Vice President and Head of Marketing and Customer Excellence, Bader Al Boqami, who previously led the brand evolution of Arab National Bank (anb).

An extension of a growing legacy 

Aljazira Bank has built a strong reputation since its founding by serving the Kingdom’s diverse portfolio of clients, among whom high net worth individuals with tailored service and expert financial support. As Saudi Arabia’s economy continues to evolve and a new generation of investors emerges, Aljazira Bank recognized the importance of articulating its long-standing role more clearly and confidently. The Bank has always gone beyond transactions, building enduring relationships rooted in trust, understanding, and long-term value creation for its clients.

The new brand identity does not signal a change in direction, but rather a clearer expression of what Aljazira Bank is today, reflecting the Bank’s belief that true wealth is built through continuity, partnership, and foresight.  

An identity that conveys shared growth

True wealth is not only measured in numbers, but also in the ability to grow all together as families, businesses, and communities. That’s the insight behind the evolution of Aljazira Bank’s brand, that now:

  • Reinforces its role as a trusted financial partner, offering customized solutions to affluent clients.
  • Projects the image of a modern bank in line with the ambitions of the Saudi dynamic banking industry.
  • Shows a more reachable and dedicated personality, based on long-term relationships and shared success.

While honoring Aljazira Bank’s heritage, the new brand universe introduces a sharpened visual language that conveys stability, precision, and confidence in a welcoming and accessible way. 

Interbrand also developed a distinctive tone of voice for Aljazira Bank that speaks to customers as informed partners, not passive account holders. The messaging is built around growth, focusing on long-term planning for individuals, families, and entrepreneurs. 

Héctor Saracho, Senior Partner, Executive Director Strategy at Interbrand, said: “By combining its deep local roots with a contemporary, investment-oriented approach, Aljazira Bank aims to strengthen its position as the preferred partner for affluent and emerging customers across Saudi Arabia. A place where wealth grows, and true wealth lies in growing together.”

María Fontán, Partner, Senior Director Client Services at Interbrand, added: “This is more than just a new look. It is a clear statement of what Aljazira Bank wants to represent in their clients’ minds: a partner who understands their goals and will accompany them over the long term.”

Bader Alboqami, Senior Vice President and Head of Marketing and Customer Excellence at Aljazira Bank, said: “This project was about giving clearer expression to a strategy the Bank has been building over the years. ‘Wealth Grows Here’ reflects how Aljazira Bank approaches growth, deliberate, continuous, and centered on customer excellence. The new identity translates our commitment to understanding our clients, elevating their experience, and building long-term value into a confident, modern expression of who we are today and where we are heading.”