Onyx_
stc's executive experience tier, built on the one luxury that can't be recycled — a leader’s time.
In most organizations there is a real focus on employee experience — and at stc it reaches higher frontiers still. Yet there is almost always a select group for whom a failure of experience carries a higher price, and for whom one-size-fits-all was never going to work.
An executive lives with a far higher degree of topic and time fragmentation, and far more decisions to make in a day — most of them ordinary, a few of them shaping the future of the company.
Gold is recyclable. An executive's time is not.
Jeff Bezos put it at three quality decisions a day. Onyx began from a question: if an executive's experience were designed to help them lead well — in the decisions they make, the way they communicate, the care they show their people — what different reality could we build? And if we moved past time merely saved and automated, into time well spent and well invested, what experience should they have?
The Groundwork
Scale isn't the point. For a vision, the depth of the listening is the proof.
The Process
4 chapters
Before the vision, the listening.What executives won't say in the room
We spoke to global experts on service, luxury and leadership — and to senior Saudi executives who preferred not to be named. The same three things surfaced every time. Attention, divided. Loneliness — “I lost myself” was a phrase we heard more than once. And no carved-out time to learn, in roles that outpace the people in them.
From serving executives faster to protecting what they can’t get back.Save the time. Then fight for what it's spent on.
The shift is small to say and total in practice: from executive service to executive experience and transformation. Time saved is the floor — more background services, less to manage. Time well spent, and well invested in learning and the team, is the point.
Six principles, one spine.How Onyx behaves
The vision resolves into six service principles — ways of behaving, not features to ship. Start with Time, guarding the one luxury that can't be recycled. First Class Bonds, a luxury that draws people close rather than holding them at a distance. 3 Quality Decisions, protecting the few that matter from the thousand that don't. 7 Stars Delivery, excellence that shows up most when something goes wrong. Omnichannel Well-being — the data in your skin before the data on your screen. And Glamorous & Heroic, leadership kept connected to its own sense of power.
A name that already knew what it meant.Onyx, made visible
Onyx is a banded stone — black shot through with fine parallel lines, the colour of almost everything held in the dark. The identity promotes stc's own secondary palette: near-black, air, a single silver, and a wordmark drawn from stc Forward, lightened. The system is quiet on purpose. Luxury, here, is what you never have to point at.
The Six Principles
Six ways of behaving — not features to ship.
The experience of the senior executives is a piece of data itself about the health of the system.
— Gianpiero Petriglieri, INSEAD — in interview for Onyx
Selected Frames
7 frames
Credits
Experience vision & designDeursClientstc
