Lambie-Nairn

STC 2015 Hero
STC 2015 supporting 1
STC 2015 supporting 3
STC 2015 supporting 2

Saudi Telecom Company

Getting closer to what matters

Like many state telecom operators, STC 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.

The positioning also needed to be reflected through communications, so we evolved the visual identity. ‘Getting Closer’ means being clear, direct and engaging so we evolved the logo, colour palette, typography, imagery style, graphics and tone of voice. Helping STC and its agencies implement the new brand, we established a team in Riyadh to provide our unique brand optimisation service.

In 2017, STC was rated most valuable Arab brand in the influential Global 500 rankings put out by Brand Finance annually.

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