Branding agency StartJG Dubai has crafted a new identity and branch interiors for the United Arab Emirates-based bank ADCB.

A new branch launch in Abu Dhabi and a new identity have been unveiled to reveal the bank’s renewed focus on one-to-one personal banking relationships.

The agency was appointed to work on the project earlier this year, following a competitive pitch against four other agencies.

StartJG Dubai has redesigned ADCB’s brand identity to reflect the level of personal attention that the bank strives to offer its customers, and the closer relationships that it seeks to foster. The new ADCB branch includes bespoke lighting, textures and finishes – carefully combined to create a relaxed and friendly atmosphere. The new branch concept is already operational at two locations, one each in Abu Dhabi and Dubai. Other branches will be upgraded in the near future.

Warmer, friendlier and featuring softer edges, both Arabic and English logotypes have been redrawn. The new logo – an arrowhead – has also been completely redesigned as a contemporary plectrum enclosing a calligraphed version of the bank’s name.

“Like many MENA brands, ADCB has visionary plans and ambitions for the future, and – as the region’s only true Multi-Channel Brand Agency™ – we’re perfectly positioned to help create innovative solutions. For ADCB, we have been able to better communicate the brand’s heritage whilst broadening its contemporary appeal – ultimately creating an exciting and powerfully engaging customer experience,” said Mike Curtis, StartJG Group CEO.

StartJG Dubai also redesigned communications material to better serve the bank’s diverse audience, and make it easier for people to find relevant information. The brand’s tone of voice and messaging principles have also been adjusted to encourage simpler, friendlier dialogue with customers.

“Our goal was to evolve the ADCB brand; to explore the possibilities without losing sight of the propositions that underpin our award-winning success. With StartJG’s help, we have been able to recast our core values into an innovative and refreshing customer experience,” added Arup Mukhopadhyay, Executive Vice President, Head of Consumer Banking, Abu Dhabi Commercial Bank.