Rebranding of the UAE Banks
ADCB Branding
The Abu Dhabi Commercial Bank (ADCB) was established in 1985 as a public shareholding company through the merger of the Commercial Bank of Abu Dhabi and the Federal Commercial Bank. The Government of Abu Dhabi owns 65% of the company’s shares through the Abu Dhabi Investment Authority (ADIA). ADCB is one of the largest banks in the UAE in terms of shareholder equity and market capitalization.
Essence of the Brand: The bank of the future is ADCB’s bank of today. ADCB focuses on customer-centric banking, aiming to become the most preferred bank in the region.
New Brand Positioning
This vision is strongly reflected within the industry, with reimagining customer experiences serving as a key component of the rebranding program. ADCB has streamlined and optimized its products and services, spreading its customer-oriented philosophy across all touchpoints. While the core brand underwent significant updates, its branches remain essential, providing not just sales points but also opportunities to enhance the customer’s experience with the bank.
Rebranding Outcomes
ADCB now embodies a futuristic, innovative bank, offering intuitive interiors, ergonomic appeal, and tailored designs to elevate customer interactions.
Noor Bank Branding
Previously known as Noor Islamic Bank, Noor Bank was established in January 2008 in Dubai, UAE. In a short period, Noor Bank expanded significantly, offering services in consumer and corporate banking, wealth management, insurance, treasury, and trade finance. Noor Investment Group holds a 94.9% stake in the bank.
Essence of the Brand: Noor Gets It Done. This phrase encapsulates the brand’s new core message: a simple and cohesive driving force behind the reimagined identity.
Rebranding Outcomes
The rebranding redefined customer touchpoints, spanning online and offline platforms, from branch designs to website interfaces. The new tone of the brand reflects energy and assertiveness, embodying a fresh and dynamic spirit for the bank.
Брендинговое агентство Electric
Reach out to Electric Brand Consultants to discuss rebranding costs. Our specialists have extensive experience working with the financial sector and global projects.
