Spontaneity and the joy of living is the inspiration behind a new brand identity for CBD NOW, the digital challenger bank being launched in the New Year by the Commercial Bank of Dubai. Created by global brand consultancy Industry, the essence of the new brand, which is the first digital bank to market in the United Arab Emirates, is summed up in the strapline ‘Love the Moment’, emphasising the empowerment of instant financial decision making.

Targeting millennials and digitally connected customers, CBD NOW offers a completely digital way of banking, combining seamless customer experience with transparent and value-added services. Built around the needs of customers, the bank offers an entirely unique experience that is simple, smart and safe. Customers can carry out all their banking via their smartphone, including accessing detailed personal financial information such as how much they have spent on coffee in the last month, as well as tailored alerts to personalised rewards and offers. They will also benefit from instant decisions on loans and mortgage applications via the app.

Industry worked closely with Commercial Bank of Dubai over a three-month period to define the new proposition and develop an energetic and dynamic visual identity that successfully conveys CBD NOW’s game-changing nature.

The new brand owns a vibrant primary red and accompanying bright colour palette, with a distinctive typeface and graphics that capture the explosive impact of the technology and position the brand as a pioneer of digital banking.

Focusing on the impact of instant digital banking on customer lifestyles, the brand photography encompasses the spirit of Dubai and the joy of a new, instantaneous, personalised way of banking that enables customers to live their lives to the full.

“CBD NOW will be the first choice for customers seeking a new way of banking that fits with their lifestyle, with instant access to in depth personal financial information”, said Murray Sims, General Manager for the personal banking group at CBD. “It will redefine the role of a retail bank, having been built entirely around the needs of customers and their rapidly changing expectations about how they access and manage their finances. It’s about creating a seamless customer experience that empowers people to pursue the joy of living.”

Sholto Lindsay-Smith, CEO of Industry added: “This is a sophisticated, next generation bank, fresh and unencumbered by legacy systems, that is set to shake up the entire personal banking sector.  The ‘Love the moment’ brand proposition has an intrinsic appeal to an audience who have a ‘seize the day’ outlook on life. It is a bank brand that customers will genuinely love. It is a genuine first for the region.”

Industry defined the brand positioning for CBD NOW and developed a logo system, colour palette, tone of voice, typography, VISA card designs, corporate stationery, website, advertising and brand guidelines.