2020/2021 Winners & Shortlists

Background

stc, telco leader and one of the Middle East’s most valuable brands, is going through a moment of cultural change that’s faster and more relevant than anything the region has ever experienced. The economic and social transformation is the driving force behind stc’s new business strategy, DARE (digitalize, accelerate, reinvent and expand), and led stc to the pursuit of these ambitious goals: • Transform stc into a digital innovator that goes beyond telco. From telco to digital buisiness. • Transform stc into a regional leader generating impact beyond key markets. From local player to regional reference. • Transform stc into one big family of brands: simple, clear and meaningful. From different brands within the portfolio, to one family with a singular experience. • Transform stc into a company that leads the change into the future and that tells a new story that engages with the new generation.

Describe the creative idea (40% of vote)

In order to reach these objectives and prepare stc for the future while maintaining its authenticity, it was necessary to define a new and meaningful vision for the brand. For this reason, stc’s creative idea was focused around a new purpose, which transcends the capabilities of a traditional telco operator and instead creates brand relevance by connecting to people’s needs: "Creating and bringing greater dimension and richness to people’s personal and professional lives". stc’s new soul is condensed under the claim “Everything’s going forward!” The new stc speaks about the future and seamless progress.

Describe the execution (40% of vote)

Visual metaphors emanating this creative idea were created to tell a powerful story: •stc’s “slider”: Representing a digital and human movement that transforms, discovers, activates, and is omnipresent when people interact with screens. The power to go forward and activate change is at our fingertips. •stc’s logotype: The “slider” towards the future is encapsulated in the new logo, showing itself in a simple and iconic way on the the"t".The logo no longer has a symbol, conveying a younger and more digital expression. •stc’s colors: A more vibrant and digital purple (creativity, inspiration and imagination), white (clarity, light and simplicity) and coral(youthfulness, collaboration and energy). •stc’s typography:The font stc Forward was developed, an ad hoc typography that encompasses Latin and Arabic and incorporates the "slider" in its hyperextended horizontal strokes. •Other visual assets such as illustrations and imagery style were also created under the same premises to express how progressive the

List the results (20% of vote)

This is less a rebrand and more a rebirth. It is the unleashing of something powerful. New services beyond telco (entertainment, fintech, insurance, apps and more) and new markets in the region. A new name, visual and verbal expression, and personality that match what is being transformed - from a local telco to a regional digital powerhouse. Life is moving forward, the region is moving forward, technology is moving forward, and stc is moving forward. Since it’s rebrand, research across stc’s markets has shown that: • stc’s brand as an enabler of digital lifestyles and a leader digital services company that goes beyond regular telco services. • stc’s brand personality is seen as significantly more modern, innovative, progressive, and bold, which has allowed the brand to extend into adjacent digital categories. • stc is now the most valuable Middle Eastern telco, with a brand value surpassing US $9 million.