As an integral part of the development exercise of new brand for Capital Management House, we organised a full day workshop with all staff to include them as key stakeholders in the development of the bank’s positioning statement and brand pyramid.

The result was a set of guiding principles that formed a definable basis for the company’s vision and mission. In addition a brand tagline - “We listen to deliver” was developed during the day. Due to the involvement and input of CMH staff, understanding and brand guardianship remained consistently high. 

Our team then worked with the bank for several years until it merged with Elaf Bank and Capivest to become Ibdar Bank - a brand project also handled by Vision Gulf.