Vision was asked to redefine SGB’s underlying brand strategy, positioning and essence and give new direction and invigoration to the Bank’s marketing, consulting on product and service development. We started with a full rebrand of the Bank with a new brandmark that takes its origin from the support infrastructure of local history – the archways prevalent throughout Syrian architecture – and created a new visual and brand identity system to support it.
A new tagline, ‘Your ambitions realised’, tied 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 providing significant consultation on underlying products, services, strategy, procedures, staff training and behaviour. Our team developed and implemented a new segmentation strategy, creating bundled products, services and loyalty programs. The first of these saw the launch of five youth accounts, from new-born through to student, as a comprehensive bundle that would take competitors - established Lebanese banks - quite some time to emulate.
We designed and implemented a launch campaign in press and outdoor across Syria to capture the segment, backed up by youth engagement programmes at schools and universities, sponsorship of youth events. In addition we created specific campaigns to facilitate cross-border banking services with Bank of Baghdad in Iraq.
