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's people used its internal e-services because they had to — fragmented journeys, slow responses, one-size-fits-all steps, wearing an internal brand no one felt anything toward. The request that reached us was a reasonable one: make it better.
Better was the wrong ambition. A platform people merely tolerate has already lost. The question worth answering was how stc's own digital workplace could become something its people wanted — branded, surprising, worth boasting about.
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 · The shape of the work.
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 · The work in moments.
Credits_
Service design & visionDeursClientstc group