Saudi National Bank

Banking, Finance & Insurance

NEO is Saudi National Bank's bold new digital lifestyle bank—the first of its kind in the Kingdom of Saudi Arabia. Designed for a new generation to take control of their finances and shape their futures, NEO breaks the mould, combining cultural insights and cutting-edge technology to cater to diverse audiences. 
Together with Saudi National Bank (SNB), we crafted a brand experience that brings NEO to life and resonates with Saudi values. More than just a bank, NEO is a lifestyle partner that truly understands the needs of ambitious people and empowers them to live their best lives. From managing daily finances to achieving life goals, NEO is redefining what a lifestyle bank can be.

A lifestyle brand for Saudi culture

NEO’s brand promise, ‘Build your world,’ is a commitment rooted in what digital banking can and should do for Saudi life. In a nation driven by ambition, we dug deep into the aspirations of Saudi’s people. Across families, young professionals, and business owners, one thing stood out: they want a banking experience that goes beyond transactions and actually empowers their goals.  Whether it’s saving for the trip of a lifetime or managing family finances, NEO helps people build the life they want.

To make NEO a part of everyday life, we went straight to the source and zeroed in on the cultural and design trends that are driving the Kingdom's lifestyle.   
What we found was clear: people want more—more self-expression, more self-improvement, and more cultural discovery—all while staying true to Saudi values. So, we crafted a product that not only supports individuals but also strengthens community connections. Visually, we embraced modern Saudi aesthetics to capture the optimism and forward-thinking spirit of the people.  
Inspired by Saudi neo-futurism, NEO’s sonic identity translates the brand’s principles into sound. From the sonic logo to adverts, each touchpoint reflects the aspirations of modern Saudi life. Developed in partnership with Sonic Minds, this soundscape captures the energy and optimism shaping the Kingdom’s future.

A BRAND-LED EXPERIENCE

Our mission was to build a banking app that motivates people to achieve their goals by creating delightful interactions with the platform.  Building on NEO’s existing business model, we crafted a brand experience that feels genuinely NEO. We set clear principles to make sure every interaction consistently reflects the brand. Our aim? Involve users in an experience that keeps them coming back. The challenge, like any new venture, was to attract and keep the right audience. We introduced gamification and rewards to drive engagement, aligning with what users want and need to build lasting loyalty. Every touchpoint is designed to be uniquely NEO, delivering memorable moments infused with our brand platform and experience principles.

NEO is built to move fast and look good. The design system balances fresh New Saudi visual styles with the practical demands of a digital product that’s built for speed. From sharp data visualisations to a bold brand identity that pops in an OOH campaign, we made sure every detail delivers. Collaborating with SNB’s tech partners, we ensured our design not only meets the business goals, but also met consumer needs.

BEYOND BANKING

By imagining ways for NEO to expand into new industries and financial sectors, we set them up for a big leap in their years to come. We created a comprehensive innovation portfolio, including design concepts and actionable implementation strategies, to map out their future growth. We developed two reliable wins: NEO Travel Mode and Smart Credit Score. Travel Mode gives users savvy tools for smarter spending while abroad, making their trips smoother and more rewarding. Meanwhile, Smart Credit Score lets users track their finances and learn how to improve their performance over time. These additional user journeys give NEO options to scale their experience beyond launch.

BUILT FOR EVERYDAY LIFE

By blending a deep understanding of Saudi culture with innovative technology, NEO’s brand has set a new standard for how people experience financial services. It’s not just about transactions—it’s about becoming part of the fabric of daily life, helping users build the futures they envision. 
It’s your world, your bank.

<a href="https://sonicminds.dk/">Sonic Minds</a>

<a href="https://www.alahli.com/en/pages/personal-banking">Saudi National Bank website </a><a href="https://www.alahli.com/en/news/snb-launches-neo-digital-banking">Saudi National Bank press release</a>

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Your world, your bank

Saudi National Bank

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Your world, your bank

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