Start Design

The bank of the future is ADCB’s bank of today. Focusing first on the UAE and its retail customers, ADCB is reinventing customer-centric banking, aiming to become the region’s most preferred bank. This vision is most meaningfully experienced in the branch, and reimagining the customer experience was a key component of Start’s rebrand programme. Thereafter, our reimagining of customer-centric banking extended across all customer touchpoints: products and services were simplified and restated. While the main ADCB brand was refreshed, as a powerful symbol of change to its customers.Putting service front and centre of the banking experience Branches continue to have an important role for customers in their relationship with the bank. More than simply a place to sell products and services, branches represent a customer’s experience of the brand. And, for ADCB, that experience is all about putting customer needs first.The new design allows for twice as many service desks in the same space. ADCB’s bank of the future is now ADCB’s bank of today – an innovative space with intuitive interiors, ergonomic appeal and bespoke design. Importantly, the cost of the new improved design is just 50% of a refit under the previous configuration.

Instantly recognizable, the new football logo for the Arabian Gulf League references Arabic geometry to reinforce not just football, but UAE football at the top of the game. A full spectrum of colours is suggestive of afestival of football, as diverse and inclusive as the UAE, and represents the Club colours ofall 14 members, the elite players and fans from around the world. It is designed to amplifythe energy and excitement of the Arabian Gulf League throughout the football season.https://www.startdesign.com/specialisms/brand-design/arabian-gulf-league/

The road to truly intelligent content Digital technology can bring in new customers, improve the in-branch experience and support national and local business objectives.We helped Barclays create a strategy to move to truly smart content delivery at their flagship Liverpool site. Knowing it would be a step-change, we devised a phased approach, and incorporated Quividi – a platform that reads images to create an intelligent demographic picture of who’s in branch. Ultimately, combined with other data sources, Quividi will allow comms to be optimised to specific viewers, at any given time.The right content, to the right people,at the right time. An integrated marketing and comms calendar and content plan framework was created, considering central and local business objectives, balancing the range and product content. In addition to pushing out centrally-controlled messaging, we made sure templates could be pulled down to produce branch-relevant comms, like local events and seminars.We worked with third party digital media service provider, AVMI, to consider optimal screen configurations and the freque2ncy of content transitioning.

Bringing freshness to du branding refresh Following a multi-agency pitch Emirates Integrated Telecommunications Company (EITC) appointed Start Design as its brand agency of record in January 2019. Our remit covers key areas such as brand architecture development, brand and visual identity development and support for the digital transformation of EITC’s portfolio of brands, including du and Virgin Mobile. Launched in 2007, du is a UAE national telecom operator with 9m individual customers and 100,000 businesses with mobile, fixed line, broadband internet, digital TV, ICT and managed services.The saliency of Osman Sultan’s 2006 vision for launching du – “enhancing your life, wherever, whenever” has inspired our initial work. This has involved revisiting and realigning the du brand proposition and visual identity, reintroducing the freshness that characterised du’s success over the years after launch. We are contemporising the branding by introducing a mobile and digital first approach, to re-establish more relevant differentiation for the brand across consumer products and services. The first phases of work are being implemented in market from Summer 2019.