It takes intuition and creativity to come up with something new, but knowledge and understanding to make it work. Gulf One was born from the intellectual concept of utilising right brain creativity with left brain logic to develop and deliver meaningful infrastructure investment projects.
Gulf One first asked us to evolve and refine their logo into a more thoughtful, usable brandmark that represents the two sides of intellect they bring to their projects.
We used 3D modelling to accurately create a sphere filled with further graduated circles, evoking the idea of thought within a two sided brain. The ‘1’ within the symbol captures a flavour of Arabic culture, while the overall appearance is one of a global, forward thinking organisation. Having refined the logo, we created a brand identity manual for the bank including all brand elements, stationery, supporting colours, typography and more.
As part of our process, we interviewed each member of the senior management team to get a thorough understanding of the bank and its ideals. With this information, we formulated an underlying brand strategy for Gulf One, based on thought leadership, intellect, ethics, rigorous analysis and solid results. We developed a positioning statement, values and a unique tone of voice for the bank, to help it stand out in a busy market. The underlying essence was determined as infrastructure investment experts – market leaders in their chosen field; thought leaders in vision and knowledge; investment leaders in results and communications. The IBM of investment banking.
