Client:
Soum

Industry:
E-commerce

Services:

• Brand Strategy
• Brand Identity Design
• Visual Language System

We repositioned Soum as the leading platform for buying and selling trusted pre-owned electronics in Saudi Arabia through a strategic rebrand and a visual identity that genuinely reflects its essence.

The new identity captures the spirit of the team behind Soum and their ambitions for the platform. It boldly communicates the value Soum offers its audience in a youthful and memorable way, empowering the brand to reshape perceptions around buying “used.”

Challenge

Soum is a leading Saudi platform for buying and selling used electronics, especially smartphones and laptops, but its previous identity was outdated and lacked relevance to today’s digital audience. Despite strong product offerings, the brand struggled to build emotional connection or trust, particularly among young users navigating the used-goods market.

The Challenge Lies In:
• How to build a distinctive brand that instils confidence in secondhand tech.
• How to shift perception from “used” to “trusted and guaranteed”.
• How to compete in a crowded digital market with clear, bold messaging.
• How to develop a visual identity that feels energetic, modern, and relatable.

Solution

To position Soum as a vibrant, trustworthy, and user-friendly brand, we created a new visual language that celebrates confidence, simplicity, and digital culture. The rebranding included a custom Arabic logotype, bold colour palette, playful sticker-like badges, and a strong tone of voice rooted in clarity and humour.

We achieved this through:
• A bold and expressive logotype that reflects confidence and brand recall.
• A vibrant visual world using bright colours, digital icons, and bold layouts.
• Messaging built on clarity and reassurance — “Tested. Guaranteed. Like New.”
• A flexible system designed to work across app UI, social media, and marketing.