Like many state telecoms operators, the Saudi Telecom Company has gone from monopolising its home market to competing with foreign and domestic players, raising customer expectations not just for service and quality, but relevance to their lives.

STC knew they had to regain customer trust. We devised the brand positioning ‘Getting Closer’ to help them do this. Applying equally to employees as well as all external audiences, this positioning allows the organisation to drive real behaviour change.

After the design exploration, we successfully developed multiple guidelines, assisted and ran workshops for internal and external stakeholders as well as overlooked all design work from agencies through a tailored brand guardianship system.

Through 4 years of brand development, design solutions and creative partnership, we were able to achieve high brand awareness and assist STC to win the Middle East’s most valuable brand in 2017.

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