Having worked closely with the bank’s partner in Iraq, Bank of Baghdad, 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.

Syria Gulf Bank suffered from a low impact visual identity, lack of differentiated market position, products and services and no real Syrian values. Following brand audit and strategy, Vision created a new brandmark for the bank 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, through colour; graphic elements; messaging; stationery; forms; signage and environments.

A new tagline for the bank was developed as ‘Your ambitions realised’ 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 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.