Saudi-based First Gulf Company (FGC) announced on Friday a major brand repositioning, launching a new strategic platform titled “Trusted to do” to mark its more than 20 years of operations in the Kingdom.
The rebranding, developed in partnership with advertising agency TBWA\RAAD, signals a shift for the firm as it aligns its corporate identity with the evolving economic ambitions of Saudi Arabia. FGC specializes in construction, systems integration, and facility management across various high-stakes sectors, including broadcasting, healthcare, and government infrastructure.
According to the company, the new “Trusted to do” platform is designed to emphasize reliability and accountability rather than a total reinvention of the business. The campaign aims to highlight a legacy of technical delivery in the B2B space, where the company’s work frequently impacts public services and hospitality.
“Trust isn’t built through promises. It’s built through delivery,” Nezar AlShurafa, Marketing Director at FGC, said in a statement. “We’ve spent two decades earning trust the hard way, one system, one project, one client at a time.”
AlShurafa added that the new slogan is less a marketing tagline and more a definition of the reputation the company has already established over its two-decade history.
The campaign, which includes a brand film and a manifesto, is rolling out throughout December. It represents a growing trend of Saudi industrial and service-based firms adopting more sophisticated, consumer-style branding to stand out in an increasingly competitive regional market.
Dan Leach, Managing Director of TBWA\RAAD Saudi Arabia, noted that the initiative seeks to prove that B2B communications can be as compelling as consumer-facing campaigns when focused on a company’s tangible impact.
“Helping a company whose work touches millions of lives every day tell a genuine story of legacy and trust” was a unique challenge, Leach said, adding that the campaign leans into the “truth of what a company actually does.”
Headquartered in Riyadh, FGC has built a diverse portfolio including MEP (mechanical, electrical, and plumbing) services and complex systems integration for the culture and education sectors, positioning itself as a key player in the Kingdom’s ongoing infrastructure development.
