Ajman Bank
A new retail bank rooted in Shariah values, built for modern banking.
Modern Identity, Timeless Values
Ajman Bank sought a complete brand refresh to compete with global banking leaders while staying true to its Shariah principles and community-first values. The challenge was to create a more modern, distinctive identity that balanced trust, warmth and clarity across retail, corporate and treasury audiences.
Orange became the core brand colour, chosen after regional market analysis highlighted clear whitespace in the GCC. It brings friendliness, youth, optimism and confidence, while staying credible in a banking context. The identity system centres on the four-ring emblem and a clean, accessible layout approach suited to high-clarity communications. Photography and tone of voice were guided by closeness and community, keeping the brand modern but not impersonal.
The refreshed identity was rolled out across branches and customer touchpoints, creating a more accessible and consistent experience. A new emblem and colour system strengthened recognition across retail, corporate and government audiences, bringing the promise of "Close to You" to life at every interaction.
Family as foundation
The creative strategy took its lead from the Shariah principle of family. That gave the brand a human centre. Relationships, community, support and closeness became the lens for every decision, so trust and strength could be communicated without feeling distant.
A symbol with meaning
We created an emblem of four interconnected rings, each representing a member of a family. Together they form a unified mark that signals connection and support. Distinctive enough to own, simple enough to work hard across every scale and format.
A promise people feel
The tagline “Close to You” brought the strategy into everyday language. It framed the bank as a partner in personal and professional life, and set the tone for a brand that is warm, culturally relevant and confident in its role.
The refreshed identity gives Ajman Bank a more distinctive, modern brand while remaining culturally rooted. Built around a family-led strategy, it strengthens the bank's presence across all audiences, supporting a clearer customer experience and contributing to record operating income of AED 1.56 billion in 2023.
The identity was designed to work across Ajman Bank’s full business architecture, Retail Banking, Corporate Banking, and Treasury and Capital Markets. The new emblem, tagline and colour system were rolled out across touchpoints, including retail branches, to create a consistent customer experience. As a branding company working in close partnership with the client team, we built a flexible system that could scale across environments and audiences while keeping the brand promise, “Close to You,” clear and recognisable.
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