Inclusive,

Empathetic,

Optimistic,

Collaborative

Banking requires balancing between old and new.

Banking requires balancing between old and new.

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Bank Audi has a network of 203 branches and 492 ATMs, and worldwide correspondents in 29 cities 7 around the world. It operates principally in Lebanon, the MENA region, Jordan and Turkey. As at End-June 2019, Bank Audi's private customers' deposits reached USD 31.8 billion, with shareholders' equity reaching USD 3.8 billion, assets totalling USD 47.5 billion and a net profit of USD 250 million.


I was part of the original team that worked with Bank Audi to refresh the bank's image in the region. I designed the new visual language to evolve their current identity in a way to reflect the image of the leading universal, regional bank. The rollout of the new brand was implemented slowly, allowing for different audiences and markets to identify with the new brand.

The brand objective was to optimise the relationship with customers through a renewed brand, reflecting leadership, flexibility and personalisation. The brand-led position 'Our bank' allowed customers to personalise their services across Private Banking, Business Banking and Personal Banking. The new visual language represented these three operating areas.

The new brand was designed to give the bank a stronger, more flexible brand language breaking away from more traditional forms the banking industry followed. It meant the bank could adapt to all aspects of channel communications and in-branch experiences.

The new visual brand was first introduced as Odea bank, a subsidiary of Bank Audi in Turkey and was awarded two awards by Global Banking and Finance Review, one of the most prestigious publications of the business world.

– Thanks much to the innovative work by I-AM, London, who used the latest digital technology throughout the banking process to provide the most efficient and rewarding personal customer banking experience. 

The visual brand was adapted, implemented and brilliantly rolled out by Clay Brand, Dubai and branch redesigns by I-Am, London. The new visual brand has now been adopted fully by Bank Audi.

The way in which we produce creative work can’t follow the same old rules because creativity is evolving.

The way in which we produce creative work can’t follow the same old rules because creativity is evolving.

Vodafone – exploring the new reality for a monolithic global phones business.

Vodafone – exploring the new reality for a monolithic global phones business.