Landor banks on financial rebrand

Landor Associates will present the results of a strategic review of the Commercial Bank of Dubai next month and follow it with a corporate rebrand of the bank and new branch interiors, which will be unveiled in April next year.

The project, worth a six-figure sum, began on Saturday with research into the positioning of the bank and a strategic analysis, which will take three weeks to complete.

Commercial Bank of Dubai, with a 20-strong branch network, is understood to be the eighth biggest in terms of assets in the United Arab Emirates. There are 47 banks in the UAE.

The first phase of the project will be followed by a redesign of the bank’s corporate identity, which will be applied across chequebooks and chequebook covers, cash machines, credit cards and signage. The consultancy will also redesign the bank’s website.

Landor has also been tasked with creating interiors for a new Dubai headquarters for the bank and three new branches opening over the next six months.

‘The work is less focused on the retail environment. However, we will bring elements of the branding work into the banks’ 20 branches, such as signage,’ says Landor Middle East director Tim Ellett.

‘The bank is looking to shift its position in the marketplace. It wants to be more retail focused versus corporate focused. The marketing and communications of the bank need to be addressed and the brand work is central to that,’ says Ellett.

Landor won the account following a four-way credentials pitch against Allen International, a Spanish consultancy and a local design group.

The project follows Landor’s appointment to rebrand the Bank of Jordan earlier this month (DW 1 November).

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