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GFH. Rebrand

Prominent regional investment bank modernises to face new era with a new brand.

Posted by Mohammed Zubair.

We chose to work with Unisono because we wanted a branding consultancy who clearly understood our business objectives and had the creativity to provide a world-class image. The subsequent creative expression was an insightful and logical migration for GFH. Our identity now reflects our strategy and the message we are conveying to the world is building a new and positive perception for the brand.
Hisham Alrayes. CEO.


GFH’s challenges were numerous; the company had been through difficult times and was in need of a radical change. Not only had the ownership changed but also the shareholders and a number of the management team. A whole new era was awaiting but the previous branding was restricting them from realising it.


A full name change strategy was promoted from within and with out but the decision to migrate from Gulf Finance House to the simpler initialism of ‘GFH’ was preferred due to the positive equity which still surrounded the name in markets outside of Bahrain (the company’s HQ and homeland). With a new brand vision and value system in place, we went on to create a visual identity system which would support the change to a clearer, more direct financial services group.


The new identity and naming strategy was approved unanimously by the board of directors and has since acquired more than it’s fair share of admirers. Moreover, the team behind the brand roll out have been universally supportive of the new look and feel and messaging platform we have developed for the brand.

Services delivered:

Brand strategy and identity design, naming consultancy, collateral, digital, print, campaign and guidelines.

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