Creating a new bank brand that captured the spirit of optimism.
Commercial Bank opened its doors in Doha, Qatar in 1975 – the first private sector bank in the country. Always ahead of the times, Commercial Bank invited us to position the bank to build on its heritage, and drive growth by appealing to the next generation of digitally empowered customers.
What we delivered
– Customer research
– Brand positioning
– Brand identity
– Brand architecture
– Branch design
– Sponsorship design
A bold brand promise
At the heart of Commercial Bank’s new brand is a bold promise; ‘everything is possible’, capturing both the spirit of optimism across Qatar and the entrepreneurship and innovation that has characterised the ethos of the bank since its foundation. It also represents a direct commitment to help customers succeed in their ambitions, enabling them to make the most of the unique opportunities created by Qatar’s dynamic, fast-growing economy.
An iconic identity
The evolved brand identity gives prominence to the iconic four-crescent symbol. A new colour palette takes its cue from different times of the day – dawn, day, dusk and night, representing the 24-hour service offered by the bank. In digital applications, the combination of colours and graphic pattern are animated to give the brand a dynamic form.
A mark of elegance and prestige
An Arabic calligraphic mark based on the Arabic name for the bank, Al Tijari, was designed in collaboration with respected Arabic typographer Mourad Boutros. The elegant mark is used to brand privileged and private banking services.
An end-to-end digital experience
The potential of digital to catalyse business change and enhance customer experience meant a new technology strategy was needed. Through our work in user-centred design, platform refreshes, information architecture and bilingual content writing in English and Arabic, we created an entirely new digital customer journey, encapsulating websites, search engines, digital apps, ATMs and interactive customer screens. Every touchpoint makes the most of the chance to deliver on the promise of the brand.
Brand sponsorship of the Qatar Masters
Industry created the identity for the Commercial Bank Qatar Masters. The Masters golf ball crescent echoes the Commercial Bank four crescent symbol. The Masters brand is used across every aspect of the world class event from grandstand hoardings, to passes and hoardings, and is featured in international coverage of the event.
Testament to its success, the rebrand was a winner at the Transform Awards, the Digital Impact Awards and the Rebrand 100 Global Awards.