14% spike in new younger customer base accomplished without alienation of traditional roots, customers and originality for long standing financial institution (assets: $2.4 billion), complementing new look with behavioral strategy to guide organizational alignment, customer service, product development, recruitment and nationwide ad campaigns.
Bahrain Islamic Bank was established in 1979 as the country’s first Islamic commercial bank with current assets of $2.4 billion. Their visual and behavioral language had not changed since the ‘80s and they had serious competition nipping at their heels. While the agency was more than qualified to rebrand the organization, it lacked the client-requested banking industry credentials.
Formed a “dream-team” made up of globally reputable bank-branding experts, setting up and leading a system whereby the “brains” of the project were in London and the “hands” in Bahrain. Complemented the new, contemporary, dual-language corporate identity with a behavioral strategy to guide organizational alignment, customer service, product development, staff training, recruitment and targeted nationwide advertising campaigns. In addition to marketing collateral and stationery, the Bank’s new position was reflected consistently across interiors, signage, credit cards, ATMs, checkbooks and others.
Accomplished a 14% spike in an entirely new, younger customer base (adults 24–36) for the Bank, without any alienation of its traditional roots, customers and originality.