Qatar Islamic Bank

Introduction:

The Qatar Islamic Bank (QIB) provides Shariah-compliant personal and corporate banking through a network of 18 branches across Qatar. As the first Islamic bank in Qatar, established in 1982, QIB is now one of the top ten listed companies in Qatar.

We refined QIB’s brand architecture creating a monolithic brand with many services and products. This simplified and streamlined QIB’s structure to facilitate global expansion.

Our Task:

The bank planned to expand beyond Qatar and become a global player in Islamic banking. This new era in the bank’s history required the development of a global brand. One that could balance heritage and client expectations, yet support the bank’s ability to achieve its future ambitions.

What we did:

We needed to understand how Qatar’s leading bank’s expertise and capabilities could be translated into qualities that would make it a leading global bank. To get to grips with the bank’s strengths, values and aspirations, we conducted an international competitor audit, interviews with key board members and other stakeholders, such as the business strategy consultants. We also talked to various customer segments and front line staff.

Our findings enabled us to develop QIB’s brand positioning and strategy. One key strength we discovered was the banks ‘human element’. This inspired us as we defined the retail and digital environments, ensuring they were warm, friendly, open and inviting.

We refined QIB’s brand architecture creating a monolithic brand with many services and products. This simplified and streamlined QIB’s structure to facilitate global expansion.

In 2009 QIB was awarded the Best Islamic Financial Institution in Qatar by Global Finance Magazine.

We also created the brand marque to communicate QIB’s comprehensive banking services, global ambition and Islamic values. The colour, electric blue was chosen because it promotes the contemporary, yet corporate and approachable aspects of the brand. The typeface was customised to balance and blend the banks Islamic values and contemporary banking approach.

In 2009 QIB was awarded the Best Islamic Financial Institution in Qatar by Global Finance Magazine.

Services