CLIENT: STC
PROJECT: Brand Guardianship | Brand Identity Development

Background

Having created the new brand identity for STC in 2007 we were consequently invited back by the company in 2010 to help re-position the STC brand in Saudi Arabia in response to changes in the Saudi telecoms market and a rise in competitors.

The Challenge

As brand guardians our brief was to assess the many challenges that the organisation faced, to evaluate the current state of the brand, and to develop the brand strategy and identity in order to ensure the delivery of best-practice in all marketing communications and design, retail experience and implementation.

Our Solution

In order to deliver effective brand repositioning we had to work entirely from the inside out and redefine STC’s vision, mission, brand proposition and brand values.

Our research showed us that we could position STC strategically in the territory of Empowerment as a conceptually ownable area in the marketplace.

As an active, central value in all STC’s brand communications, Empowerment is conceptually both dynamic in action and inclusive of the consumer’s collective desire for advancement.

This, in turn, enabled us to effectively define STC’s new internal brand proposition as ‘Let’s make more possible’. A proposition that carries the sentiment of empowerment across all customer and staff audiences.

From the design point of view we created an entirely new set of brand assets in order to completely re-invigorate their communications, which had by this point become lacklustre and unfocused.

The system that we developed gives STC more creative freedom whilst also being able to maintain a strong and consistent brand look and feel.

In applying the new internal proposition of ‘Let’s make more possible’ we helped to adjust the STC mindset from being a technology supplier to a technology brand that is able to deliver real benefits to individuals, businesses and society.

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International Identities

Brand Film

Brand Snapshot

Marketing process handbook

Typeface

Illustrations

Retail experience

Advertising

Website