This is not just a cosmetic change, but a cultural revolution. The economic and social transformation of the region has driven a new business strategy for stc, which was to pursue the ambition of:

• Reinforcing stc as a digital innovator that transcends the telco business.​
• Transforming stc from a local player into one with large regional influence.​
• Build stc into one big family; simple, clear and meaningful. From different brands within the portfolio, to one family with a singular experience.​
• Turn stc into the company that leads the change into the future and the one that tells a new story that engages with the new generations.​

Customers used to perceive stc as a large brand with a state heritage – one that was distant and slow. Today, faced with new, up-and-coming telco players and changing customer expectation, it needed to evolve.​

In order to prepare the stc brand for the future while maintaining its authenticity, it was necessary to define a new, clear and meaningful vision.​

And it needed to evolve its whole brand portfolio from various siloed brands, into a core, monolithic architecture with an interdependent section dedicated exclusively for the B2B segment.

We helped them refresh their corporate culture and gave stc a newfound purpose: “To be in the business of enriching people’s lives” and new values (drive, devotion, dynamism). This is reflected through the new visual identity – as well as the aural identity – with new sonic branding (that was recorded at the famous Abbey Road studios).​

Their promise of driving society forward isn’t just conveyed through a new identity and refreshed communications, but the promise extends internally too – as stc have been promoting a strong commitment to this social transformation with its employees.