In Saudi Arabia only 64% of the population use a bank, and cash is very much still king. Paying for something digitally is rare, despite the convenience. STC saw this as an opportunity to launch a fintech company to spearhead the shift from cash to digital payments. Its focus was to provide a mobile wallet solution for the large percentage of unbanked citizens, and to offer a non cash payment solution for the informal trade sector.
Bellwether’s job was to develop this new fintech company’s brand. Given that STC had no perceived finance credentials or expertise, digital payments were not yet common place in Saudi and that the brand had to appeal to relatively unsophisticated customer segments who were highly risk adverse, this brand would need to be strong enough to spearhead a change in customer behavior
The essence of STC Pay was distilled to _effortless and_ _empowering_. This informed the design of the customer experience. It needed to be beautifully clean and simple, allowing people to manage their finances as quickly as possible, removing the barriers to entry our research had conclusively identified.
In terms of designing STC Pay’s visual identity, while we wanted to link STC and STC PAY, we didn’t want STC PAY to be seen as a product from STC. The final design balances the need to leverage STC’s equity, but also allowing STC PAY to stand apart with its own identity. We also created a symbol that stems from the word marque to offer the brand another visual identifier to use across touch-points such as social media channels