Subsequent to our work in rebranding Shamil Bank to become Ithmaar Bank, we consulted and advised on the introduction of Ithmaar Premium banking services. We created a segmentation strategy and brand architecture systems for the launch of this important banking service, producing a full range of Premium collateral and marketing systems.

Having defined tone of voice, separate brand guidelines were produced to provide a control system to ensure segment differentiation. Design work included different cheque books, premium banking collateral and cards. We also consulted on appropriate cards segmentation strategies.

As Premium Banking came under the remit of the Bank’s Private Banking division, we also developed a suite of marketing material for Private Banking.