As the country’s leading telco operator, STC faced increasing competition over its claim to have the widest coverage. The market was inundated with messages from competitors claiming to have the widest network, covering even the outskirts of Saudi Arabia. However, rather than enter a shouting match, and compete over who could say widest coverage the loudest, as the market leader, we needed to walk the talk, and actually demonstrate our network strength and reassert our leadership.

With a team of local photographers and leading influencers, we headed to these areas and captured scenes that were never shot before. And we broadcast live, using the network, on an online site that had Saudis captivated.

With every photo and video, we unveiled what was previously hidden and revealed a country breathtaking in its diversity. But this wasn't just a platform: Unveil Saudi was a brand – a brand whose products were the very locations that make the country what it is. So we created for it a logo that was both a geo-tagging symbol and a statement of intent.

The logo used the first Arabic letter for the project’s name – the equivalent of “this is” and turned it into a tag.

Superb location after amazing scenery, the logo identified what was previously hidden and revealed a country breathtaking in its diversity.