The client: Emirates NBD

The merger of Emirates Bank and National Bank of Dubai demanded new branding concepts that would reflect the unification of two great institutions into a single world-class entity, delivering a new way of banking for its customers. As Middle East’s biggest banking group by asset value, Emirates NBD required a distinctively different approach that would introduce not only a new visual presentation but an innovative change in traditional banking environments.

The challenge: A merger of two great institutions

AIS>Brandlab was commissioned to create of a fresh and innovative customer experience across Emirates NBD’s branch networks. Branding manuals would be an essential prerequisite to ensuring that the correct standards were maintained in implanting the new concepts across the combined networks – integrating the best technologies with ideal environments for staff to deliver the very best services.  At the same time, the standards manuals would help reduce roll-out 
costs.

The solution: Create the right environment

AIS>Brandlab produced a comprehensive and highly-innovative set of new branch design concepts, tailored to differing levels of customer service and engagement – covering mass, preferred, premium, and private clients.

Pilot testing resulted in the development of standards manuals for each of the new branch types and the various customer facilities. The manuals enable Emirates NBD to roll out the new concepts across a growing network of branches while maintaining consistency of image and benefiting from the cost-efficiencies that derive from standardisation. The online and interactive version of the manuals contains detailed specifications for every aspect of the branding, from street frontages to furniture and fittings. Animated ‘walk-around’ videos give client staff and suppliers a precise template to achieve the correct end-result.

The response: “A totally differentiated customer experience”

“AIS>Brandlab assisted us in creating three distinctive levels of image and service for our branch environments. Each is based on a predetermined customer experience.
“These solutions are highly innovative and will unify our branch network through a consistency of image, support our staff in delivering best-in-class service and sales, and create cost efficiencies through implementation. Private branches implemented in Dubai and London have proved highly successful in delivering a consistent image and a totally differentiated customer experience of the new brand.”

Suvo Sarkar, Executive VP & General Manager, Retail banking, Emirates NBD.

Tags: AIS>Brandlab case-files, Emirates NBD - U.A.E.

This entry was posted on Saturday, September 12th, 2009 at 11:25 am and is filed under Brand New Work, Emirates NBD - U.A.E., Financial Services, Our Work. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.