Mashreq Design & Branding NUMBERS by Y&R Dubai


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Industry Banking & Financial Services
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Copywriter Dario De Albuquerque
Producer Amin Soltani
Released February 2012

Credits & Description

Category: Posters
Advertiser: MASHREQ BANK
Product/Service: PRIVATE BANKING
Agency: Y&R DUBAI
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Creative Director/Art Director/Typographer: Ryan Reed (Y&R Dubai)
Copywriter: Dario Albuquerque (Y&R Dubai)
Account Director: Kandarp Baxi (Y&R Dubai)
Business Director: Zaakesh Mulla (Y&R Dubai)
Head Of Marketing And Customer Experience: Ambar Brahmachary (Mashreq)
Producer: Amin Soltani (Y&R Dubai)
Media placement: Posters - Mashreq Bank Branches - 23 February 2012

Describe the brief from the client
Print and poster campaign to communicate that Mashreq Bank's Private Banking services deliver real returns to its clients.

Describe the challenges and key objectives
In a category that is very dry and laden with financial jargon, it's crucial to cut through the clutter in an elegant yet intelligent way that appeals to money-minded professionals.

Describe how you arrived at the final design
We wanted to write with numbers, since this is the business language of our target audience. This led us to use numbers as typographic elements that spell out the financial benefits of using Mashreq Bank. So when the reader has seen each word, they can understand Mashreq's ability to make returns from numbers.

Give some indication of how successful the outcome was in the market
During the first week of release, Mashreq Bank recorded a 10% increase in call volume and a 12% increase in traffic to their Investment Banking website. They grew their new-to-bank portfolio by 2% in this time frame.