Kirnaf is a new financial services company in Saudi Arabia, offering vehicle, household, lifestyle consumer and small business finance. The company had an existing brandmark but without any form of strategy, underlying values or identity systems.

Vision was commissioned to refine the brandmark, as some elements were unworkable, and to produce a guideline manual. Besides this work, we developed a strategy for the company that covered not only the brand itself but also included advice on the physical network. 

Originally, the company had envisaged large-footprint showroom branches in selected areas but this was found to be out of step with actual operations. 

The focus of the company’s loans services was revised to create an alternative to conventional bank finance, with fast approval and instant cash for ‘walk-in’ customers.

Vision consulted on the development of a small-footprint retail presence that could be implemented in a wide variety of locations bringing this new type of loan finance to consumers in the same manner as a travel agent premises: Eye catching merchandising and brochure displays, with customer agents ready to assist in a boutique environment.