Saudi Arabian Mining Company, known as Maaden, the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has unveiled its dynamic new brand identity. The rebranding is an impactful expression of the company’s ambitious vision: to drive innovation, lead with purpose, and to inspire and invest in the next generation.

As Maaden establishes itself as a globally significant Saudi mining champion, with an ambitious plan to grow 10 times by 2040, its goal is to become the employer of choice for the next generation of Saudi professionals. To achieve this, Maaden has realigned its visual identity and brand strategy to reflect the company’s dynamism, technology focus, and ambitious growth.

The visual identity captures Maaden’s proud Saudi heritage and its global ambition with the fusion of the infinity symbol, the Arabic and English M — representing legacy, vision, and connectivity. The tagline, Unearth Tomorrow, recognizes the company’s overarching purpose of developing the Kingdom’s mineral resources to fuel economic, societal, and industrial growth.

Bob Wilt, CEO of Maaden, said: “We are unveiling more than a visual identity today; this is an important milestone in our journey as a Saudi-based, globally significant organization that drives progress through technology, innovation, and talent. We have ambitious growth plans that are already being realized, and to fuel these, we must continue to inspire our current and future workforce to transform the mining sector and realize Saudi Arabia’s significant mineral potential.”

“As one of the fastest growing mining companies in the world, Maaden takes its role as a sector champion seriously. It was important that we created an image that encompasses those ambitions and positions us differently, visually and strategically, and captures the spirit of excitement and motivation that must define everything we do.”

The wordmark of Maaden’s new brand identity made its debut earlier this year on Aston Martin Aramco’s AMR25 Formula One car. As the team’s first-ever principal partner, Maaden’s branding features prominently on the car’s livery. Both this partnership and Maaden’s recent pillar partnership with LIV Golf are key markers of the company’s ongoing transformation to connect with a broader audience to attract top talent and strengthen its profile on the global stage.

Prioritizing domestic development and local talent, Maaden is driving economic diversification and fueling the Kingdom’s transformation. Inspired by the goals of Vision 2030, Maaden is attracting world leading partners, investing in new technologies and ramping up capabilities — building the third pillar of Saudi Arabia’s economy.

In a groundbreaking moment for Arabic cinema, “Esaaf” has earned its place in history as the first Arabic-language film to be screened in IMAX. Blending heart-pounding action with sharp comedy, the film offers a one-of-a-kind cinematic experience that sets a bold new precedent for the region’s film industry. By leading the charge, “Esaaf” opens doors for Saudi and Gulf talent to push boundaries and craft original, high-impact stories.

Set in Riyadh, “Esaaf,” meaning ambulance, follows two incompetent paramedics completely out of their depth, who unwittingly become embroiled in a kidnapping plot.

Since its release in Saudi cinemas, “Esaaf” has quickly captured the hearts of both critics and audiences alike. Its fresh mix of action and humor has sparked enthusiastic discussions online and drawn crowds across the country — including many families, who are embracing the film’s dynamic energy and enjoying the shared experience it brings to the big screen.

Supported by the General Entertainment Authority and Riyadh Season, “Esaaf” is produced by Blacklight and House of Comedy in partnership with SMC.

Talal Al-Anazi, CEO and co-founder of Blacklight, said: “We’re delighted by the overwhelming response to ‘Esaaf.’ This success not only validates our efforts but also inspires us to explore more bold ideas and larger-scale productions.”

Lead actor Ibrahim Al-Hajjaj said: “I’ve been blown away by the audience’s reactions. Combining action and comedy through IMAX is something entirely new for local viewers, and I’m eager to see how it continues to evolve.”

Christopher Tillman, vice president of international development and distribution at IMAX, said: “This title marks our first step into the exciting and rapidly growing Arabic-language film market, which is full of thrilling and entertaining stories we’re eager to share with audiences. With a high-level production team and a gripping, humorous story, fans can experience this laugh-out-loud thrill ride with the crystal-clear image and immersive sound exclusive to IMAX locations.”

Behind the scenes, the production team has hinted at promising talks with international distributors — an exciting step that could see “Esaaf” featured in global festivals and introduced to broader markets. The growing buzz around the film reflects a larger wave of excitement for Saudi-made content, reinforcing the Kingdom’s rising influence on the global cinematic stage.

Executive Producer Peter Smith is exploring international distribution to further underscore the potential of Saudi cinema.