Spontaneity and the joy of living was the inspiration behind the new brand identity for CBD NOW, the digital challenger bank launched by the Commercial Bank of Dubai. The essence of the new brand, which was the first digital bank to market in the United Arab Emirates, is summed up in the strapline ‘Love the Moment’, emphasising the empowerment of instant financial decision making.
Targeting millennials and digitally connected customers, CBD NOW offers a completely digital way of banking, combining seamless customer experience with transparent and value-added services. Driven entirely through a smartphone app, the positioning needed to get across the idea that the new banking service is 'Empowering', 'Immediate' and 'Easy'.
Industry worked with CBD over three months to create a vibrant brand platform which owns a primary red and accompanying bright colour palette. The distinctive typeface and graphics capture the explosive impact of the technology and position the brand as a pioneer of digital banking.
Focusing on the impact of instant digital banking on customer lifestyles, the brand photography encompasses the spirit of Dubai and the joy of a new, instantaneous, personalised way of banking that enables customers to live their lives to the full.
Murray Sims, General Manager for the personal banking group at CBD