A wholly-owned subsidiary of Ithmaar Investment Bank - Shamil Bank - was rebranded as Ithmaar Bank, becoming fully Shari’ah compliant through the change process with a focus on expanding its retail banking network and services. Vision Gulf was asked to develop a new brand strategy.

The brand strategy developed by Vision resulted in a new set of operational principles and subsequent implementation was conducted with a full roll-out of all brand systems, signages and collateral including the refurbishment of the physical branch network. For the latter, we called in our London-based partners, LOM Architects, who specialise in retail banking environments. 

We subsequently consulted and advised on the introduction of Ithmaar Premium banking services, creating a segmentation strategy and brand architecture systems for the launch of this important banking service. Full suites of Premium collateral and marketing systems were produced by us. In addition we developed a suite of marketing material for Private Banking and consulted on cards segmentation strategy and Ladies Banking services.

We continue to assist the bank on development of customer-facing collateral and core capability information by way of in-branch merchandising and point-of-sale and create both advertising and below the line communication solutions.