Burgan Bank suffered from an English-language led brandmark and a tagline, “Driven by challenge”, (is it a challenge dealing with this bank? Is it a challenge dealing with customers?) so instead we developed an underlying position based on trust and relationship, creating a customer-relevant brandmark and a vibrant, visual identity system.

The project, conducted over an eighteen-month period, developed the new brand strategy, and defined the bank’s brand values before implementing the new identity across banking forms, stationary, brochures, leaflets, posters, cheque books, credit cards and all core collateral, merchandising and point of sale. In addition, we designed the bank’s website, set above and below the line layout standards, developed complete collateral systems and produced various corporate identity guides.

Working with the bank’s London-based architects and consultants, we created and designed retail branch signage systems and integrated the new brand into the bank’s refurbished retail environments. As part of the overall brand program, our team advised on customer segmentation procedures and designed brand identity parameters for various banking segments including corporate and private banking. We continue to provide resource to Burgan on acquisition branding strategy and recently supported the bank in its acquisition of EuroBank Tekfen in Turkey, now ‘Burgan Turkeye’. Integral to the brand change programme, we created identity guides in Turkish language for local agency use.