Syria Gulf Bank suffered from a low impact visual identity, lack of differentiated market position, products and services and no real Syrian values.

Having worked closely with the bank’s partner in Iraq, Bank of Baghdad, Vision Communications was brought in to redefine SGB’s underlying brand strategy, positioning and essence and give new direction and invigoration to the brand.

Following a thorough brand audit, Vision created a new brandmark for the bank that takes its origin from the support infrastructure of local history – the archways prevalent throughout Syrian architecture – and created a complete new visual and brand identity system to support it, through colours, graphic elements, messages, stationery, forms, signage and environments.

A new tagline for the bank was developed as ‘Your ambitions realised’ to tie in with the new strategy to provide a positive, active and enabling partnership with customers of all ages and ambitions.

We worked closely with the bank to help them fully realise this promise to their customers, not just through visual communication, but also through providing significant consultation on their underlying products, services, strategy, procedures, staff training and behavior. Vision has developed and implemented a new segmentation strategy, creating bundled products, services and loyalty programmes.