Al Hilal Bank Creating a Benchmark Bank
| Fact |
Value |
| Contact |
Abu Dhabi |
| Client |
Al Hilal Bank |
| Project |
Creating a Benchmark Bank |
| Industry |
Financial Services |
| Timeline |
Jul 07 - Ongoing |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Language
Brand Naming
Corporate Design
Environments
Wayfinding
Insight Research
Opportunities and Insight Report
Brand Architecture
Brand Guardianship
Brand Idea
Brand Model
Brand Positioning
Value Proposition
|
| Team size |
13 The Brand Union
8 Client |
Al Hilal Bank is a fresh and sophisticated full-service commercial bank based in the United Arab Emirates. Driven by Shariah compliance, the bank provides progressive financial products and personalised services to build value for all key stakeholders. Al Hilal Bank offers products to Retail and Corporate Customers as well as Investment and Advisory services.
"The brand created for Al Hilal Bank has set a new approach and benchmark for the banking industry. We have made it extremely difficult for anyone to compete with us." - Mohammad Berro, CEO of Al Hilal Bank.
The banking industry has suffered from fiscal policies that have meant continual cutbacks on staff in an effort to become more profitable. The result has been a gradual shift towards unfriendly automated services and less interaction with people.
People First
In the UAE, while customers have a lot of choice, most banks are not building differentiation or customer loyalty. The Brand Union recognised the opportunity for Al Hilal to develop a bank that puts ‘people first’ - at the heart of the brand. The Brand Union worked with the Al Hilal Executives to define and align their brand and business ambition.
Vision
To consistently set new standards that re-define the Islamic banking market across the world.
Mission
To contribute to the UAE’s national growth and prosperity, whilst raising the positive profile of Islamic banking globally and therefore creating value for all stakeholders.
The Strategy
Our aim was to create a service and customer oriented atmosphere.A 'glocal' atmosphere for Al Hilal Bank; local and yet setting world-class standards. The Brand Union’s brand experience team developed the concept of a ‘finance mall’. The signature branch in Al Sahel Towers, Abu Dhabi is the epitome of a new banking experience with a diverse range of offers, each with its own unique touch, sense, look and personality.
Through research and collaboration with Al Hilal Bank, The Brand Union tapped into the key needs of each customer segment, crafting the environment to encourage customers to enjoy the banking experience.
Our Identity - The Circle and The Square
The circle represents Al Hilal Bank and our all-embracing approach to our customers. Our customers are surrounded by financial support in every aspect of their life, which is why we say, "It's all about you".
The square represents the customer who is at the centre of everything we do.
