stc has radically transformed its brand and business by going from a telco provider to become a digital leader that can compete in other industries such as fintech or entertainment.
Challenge
The economic and social transformation of the Middle East the region drove a new business strategy for Saudi Telecom Company, a telco leading business in the region. Our challenge was to build it into a digital innovator that transceded its core business by also unifying its wide porfolio into one strong brand: stc.
What we did
Interbrand helped stc achieve this evolution with a refreshed identity and brand strategy. We refreshed their corporate culture and gave stc a newfound purpose (“To be in the business of enriching people’s lives”) and new values. The strategy was translated into a new identity (verbal, visual and sonic).
BRAND ARCHITECTURE, BRAND GOVERNANCE, BRAND PORTFOLIO, DESIGN, EXPERIENCE, IDENTITY, NAMING, STRATEGY
Outcome
The stc rebrand showcases the region in a way that has never been seen before, breaking down the negative stereotypes that have been traditionally associated with the Middle East in favour of a more positive outlook on modernity, innovation and digitalization.
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