Iconic_
From icons to iconic — the future vision that turned stc’s own digital workplace from something its people tolerate into something they’d boast about.
stc is well ahead of its rivals and comparables in its internal digital-experience journey. And still — ambition always pushes everyone to want more, to ask how else things could improve. The reality is never rosy, and in honest self-inquiry the team wanted to examine three questions: how do our employees perceive our internal digital services today? Where is the gap against the external services they use every day? And how might we raise not only the outcomes, but the process — the experience of work itself, from idea to live.
The adventure had to listen, understand, and scout — inside and out — but most of all, return with narratives the team would fight to get their hands on.
You are much more seductive when you are sought after.
Iconic is the future vision that answered it: three pillars — a glamorous brand, OMG experiences, heroic collaborations — a portfolio of concepts, and a roadmap to stage them, all grounded in the voices of the people who actually use the system.
The Measure
The listening under it — and the initiatives it became.
The Process
4 chapters
Before we dared, we listened.What the system sounded like from inside
Across six sectors we gathered the unfiltered voice of the people who live inside stc’s e-services — twenty-odd interviews, eighty-plus quotes. The verdict was consistent: fragmented journeys, slow responses, one-size-fits-all steps, and an internal brand no one felt anything toward.
Then we refused the brief as written.From better to iconic
stc asked for better. Better is the floor — a platform people tolerate has already lost. So we reframed the ambition around three appetites a great experience answers: to be desired (glamorous, worth following), surprising (playing at the OMG level), and heroic (connected to a sense of power). The shift is in the name: from icons — mere logos and apps — to iconic.
Dreams, detailed until they were buildable.A portfolio, not a slogan
The vision resolves into a portfolio of concepts across the three pillars — a rebranded space and crew, recognition engines, innovation seasons, an internal platform reimagined as a product sought after beyond stc’s own walls, and experience levels for different kinds of employee — the executive tier among them, later drawn out into its own engagement. Each worked through to value, enablers, stakeholders and timeline: dreams detailed until someone could build them.
A vision earns nothing until it is staged.The roadmap, and saying it out loud
The work closed on the engagement’s own values — daring, stunning, loud. A phased roadmap sequenced the concepts from late 2022 onward into seasons and launches, built to be declared as proudly as it was designed. A vision no one hears about is just a document.
The Three Pillars
Glamorous brand · OMG experiences · heroic collaborations.
I envision a new experience of e-Services.
— Eng. Saud Almohanna, stc
Selected Frames
7 frames
Credits
Service design & visionDeursClientstc group