Developed from Ph.D. research which aims to investigate ways in which Saudi Airlines (SAUDIA) advertising portrays females within the evolving landscape of social and economic change in Saudi Arabia, this paper looks to explore ways in which advertising images reflect the transformative ambitions and potential that are at the heart of Vision 2030. With a focus on the strategic objectives of economic and social sustainability through the empowerment of women and increasing their participation in the labour market, which aligns with broader global targets for gender equality as part of the UN’s Sustainable Development Goals. The paper makes use of qualitative content and semiotic analyses to identify ways in which SAUDIA advertising has adjusted or developed creative methods for visualising females in diverse contexts, and performing varied roles. Developing a methodological approach influenced by scholars of gender representation and social semiotics such as Goffman and Kress and Van Leeuwen, and integrating Saudi cultural perspectives (e.g. the dress code for women). The paper will discuss two of the key findings from the research and explore their relation to the goals of Saudi Vision 2030. Within the sample of research results, there is an increase in images which can be considered motivational and which show women in non-traditional roles. Secondly, there is a shift in how gender relationships have been represented as being balanced (in a variety of ways) and a tendency to communicate notions of equality. Acknowledging that Saudi Vision 2030 remains an ongoing project, the paper suggests ways in which modes of visual representation can employ meanings in contemporary advertising which capture and communicate social change.