An Islamic youth finance brand with an edge
Everyone loves this brand... the success of vevo has been phenomenalFatema Asadi. Marketing Manager, BisB
Bahrain Islamic Bank (BisB) approached Unisono with a challenge – how do you create a sub youth brand from Islamic banking related to segment who may or may not be from a Muslim back ground and may or may not be concerned about Sharia principles? The bank wanted a sub brand and identity which spoke the language of the youth without crossing any taboos or challenging aspects of faith which were held dear by both the bank and many of it’s intended audience.
Our strategy was to utilise Islamic banking’s ethical considerations in place of it’s religious aspects. The virtue of Islamic banking’s ethical approach to money lending is universally appealing and so could cross the barrier and appeal to youth from all denominations. We focussed on what made banking relevant to young people – this was the first opportunity for young people in Bahrain to express their identity as being separate from their parents. The line It’s All Yours helped to cement this idea that the account and the world and life ahead of them was their’s to make their own.
The new identity and naming strategy was approved unanimously by the bank and has fast become one of the regions most iconic Islamic youth banking brands. Moreover, the team behind the brand’s initiation and roll out have reported that many customers have requested to change their current account to a Vevo account just so they could acquire one of the loverly new cards.
Brand strategy and identity design, naming consultancy, collateral, print and advertising campaign.
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