Ajman Bank
Branding of a national bank
Ajman Bank – Brand Transformation Case Study
About theClient
Ajman Bank PJSC is a pioneering Shariah-compliant financial institution headquartered in the Emirate of Ajman, UAE. Since its establishment in 2007, it has become the region's first Islamic bank headquartered in Ajman, officially launching operations in 2008. The bank delivers a full suite of ethical banking, financial, and investment solutions designed for individuals, corporates, and government entities—all in strict alignment with Islamic principles.
ServiceAreas
Ajman Bank operates across three primary business verticals:
- Retail Banking – Inclusive of current and savings accounts, term deposits, personal finance, credit cards, and real estate financing.
- Corporate Banking – Providing Islamic finance products, trade services, and investment solutions to a wide range of institutional and governmental clients.
- Treasury & Capital Markets – Managing treasury operations, foreign exchange, and interbank activities including those with the Central Bank.
The Branding Challenge
Ajman Bank sought a complete brand revitalisation—one that would position it competitively alongside top global banking institutions, while remaining true to its core values rooted in Shariah and community.
TheStrategic Insight
The creative strategy was anchored in the Shariah principle of family—placing deep relationships and community at the heart of the brand. We aimed to communicate not just trust and financial strength, but also closeness, warmth, and cultural relevance.
The Solution
We developed a modern, distinctive identity centered around the concept of"family." The new brand expression is symbolised by four interconnected rings—each representing a member of the family—coming together to form a unified emblem of strength and support.
The tagline, “Close to You,” reinforces the bank’s promise to be a trusted partner in life’s journey, both personally and professionally.
Orange was chosen as the brand’s core colour after regional market analysis revealed a unique whitespace: no other major bank in the GCC had adopted it. The tone evokes friendliness, youth, optimism, and confidence—attributes aligned with the bank’s progressive vision
The Impact
This refreshed identity was rolled out across all touch points, including retail branches, resulting in a clean, accessible, and engaging customer experience.Ajman Bank has since seen exceptional growth—reporting an all-time high operating income of AED 1.56 billion in 2023. This performance is a testament to a clear brand vision supported by strategic innovation.
Our Perspective
Working with Ajman Bank was a collaborative and rewarding experience. The client’s openness to insight-driven design and their commitment to understanding what matters to their customers allowed us to craft a brand that is both modern and authentically rooted in cultural values. The result is a fresh, future-ready identity that balances innovation with intimacy.
