Commercial Bank, one of the leading full service banks in Qatar, continues to win accolades from industry experts for its successful rebrand. This month, Commercial Bank won gold in the financial services category at the 2014 Transform Awards for branding held in London. Recognising best practice in corporate, product and global rebrands, Commercial Bank beat competition from Lloyds Bank, First Direct/HSBC and other leading financial institutions to win first prize.
Commercial Bank was also recognised as one of the world’s most effective rebrands at the 2014 REBRAND 100 Global Awards held in Rhode Island, USA. Commercial Bank was among a select group of winners including American Airlines, Cancer Research UK and Myanmar Tourism chosen by an international panel of industry experts during the competition on excellence in brand repositioning.
The Transform Awards are the industry benchmark for brand evolution, brand development and brand transformations, with categories that focus on strategy, execution, content and evaluation. REBRAND 100 Global Awards is the world’s leading resource for brand transformation case examples and expertise. The competition is held annually and brings together industry experts to review imagery, written summaries, and supporting elements around rebranding campaigns. Winners are selected on the degree an executed strategy made an emotional connection and met strategic objectives with relevance to current audiences and prospects.
Commercial Bank CEO Mr Abdullah Saleh Al Raisi said: “We are delighted to win these globally recognised rebranding honours. Commercial Bank is inspired by Qatar and the enduring innovative spirit and ambition of its people. Using the opportunities provided by Qatar’s dynamic economy, we support our customers in achieving their goals, as encapsulated in our brand promise: ‘everything is possible’.”
Commercial Bank implemented an evolution of its brand identity in 2013 to stay abreast of emerging digital trends and to strengthen its position as a regional banking leader. The Bank’s four crescents are now set against a changing colourscape of vibrant colours inspired by the sky of Qatar at different times of the day – dawn, day, dusk and night.
The rebrand has been applied across a wide range of customer touchpoints including the Bank’s branches, cards, mobile banking applications and website. The colour of Commercial Bank’s website pages regularly change depending on the time of day customers visit the site. The design and performance of the website were also enhanced in direct response to customer wishes for easier and quicker secure transactions online, identical pages in both Arabic and English, and the availability of 24-hour, digital banking services.
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