Working in partnership with the bank’s business consultants, we developed a brand strategy aimed at repositioning the bank from a “high net worth” customer base in an overcrowded market, to a more accessible “mass” position in order to appeal to the growing expat population that has continued to boost Dubai's numbers in the past decade.
The final strategic route was based around addressing the needs of potential customers as people first and foremost. Through surveys and interviews we sought to understand their hopes and dreams in coming to Dubai and how we could help them beyond the promotion of standard bank products.
Putting people first
We created a new positioning and slogan and refined their identity whilst maintaining the visual link to their parent company in Qatar.
We re-designed branches, communications, web site look and feel and worked with their HR team on staff hiring and training strategies.