Financing great moments for everyone, everyday.
Majid Al Futtaim were seeking to expand and diversify their consumer financing business beyond credit cards, to include pre-paid cards, personal loans, car loans, insurance and remittance services.
We had a number of issues to address. What name would best enable MAF Finance to drive acquisition and retention as well as enable the business to build trust, credibility and a dynamic product portfolio?
Najm, Majid Al Futtaim Finance, or a new name? How should the brand be positioned in the UAE’s cluttered banking market, bearing in mind that Majid Al Futtaim’s vision is to “create great moments for everyone everyday”?
How could we structure the current and future products and services to ensure ease of comprehension and enable the business to continue to expand and diversify? Finally, what could the brand look like?
We used research to inform the way we positioned the brand and also to assess the perception of the product Najm. It was ultimately decided that Najm would move from being a product brand to the company, and a parent to future sub-brands.
Because Najm would not be a bank taking deposits, but rather a finance house, we saw an opportunity to position it as a lifestyle finance brand. This also dovetailed with the MAF corporate brand promise – so Najm would be the vehicle that will finance great moments for everyone, everyday.
The exisitng Najm brand marque also needed to be revisited. The product logo in market was a gold colour and had a dated appearance. We introduced a clean green and blue colour palette to create a “fresher” overall appearance. The visual system cued the strategy of “effortless and enriching” though a graphic devise called the “life pulse”, a vital pulse that brings energy and vibrancy to Najm, it’s customers and their lives.
To further localise the brand in each market, we created a set of photography guidelines with clear principles on photography which created just enough local flexibility for individual markets whilst ensuring a consistent photography style.
Transform Awards 2017
- Gold > Best brand development project to reflect changed mission/values/positioning
- Gold > Best visual identity in the financial services sector
- Silver > Best brand evolution