Having worked closely with the bank’s partner in Iraq, Bank of Baghdad, Vision was asked to redefine SGB’s brand, strategy, positioning and essence and give new direction and invigoration to the Bank’s marketing, consulting on product and service development.

Vision created a new brand-mark for the bank that takes its origin from the support infrastructure of local history – the archways prevalent throughout Syrian architecture – and a new tagline for the bank was developed to tie in with the new strategy to provide a positive, active and enabling partnership with customers of all ages and ambitions. Vision worked closely with the bank to help fully realise this promise to customers, not just through visual communication, but also through significant consultation on underlying products, services, procedures, staff training and behaviour – developing bundled products, services and loyalty programs.