DESIGNING A BANKING REVOLUTION
Mashreq bank wanted to start a quiet revolution in banking with a new online product and a rewards program called Mosaic. Zaman’s brief from Mashreq was to create an integrated campaign that defined the products unique identities while still maintaining the Mashreq brand look and feel. Zaman created an above-the-line campaign with the products iconic star at its heart. By creating a hi-tech graphic integrated with aspiration models and rewards gifts the imagery reflected the products cutting edge status and higher net worth target group. To get closer to the customers we also created an in branch campaign through posters, window graphics, as well as online campaign to tell the story and provide a fast click through access to the products control centre, its website. A parallel below-the-line was also activated and featured innovative design to clearly state difference and change. The result is a revolution in Mashreq’s approach to product identity and an impactful launch to customers.