We tapped into all three practice areas: brand strategy, brand identity and brand engagement to launch Al Baraka. The strategic challenge was to find a common values & narrative set from 12 individual bank brands with a network across the ME, Asia and Africa stretching from Indonesia to South Africa. The design challenge was to create a global identity that could work in these diverse markets and across a large product portfolio. The engagement challenge was to ensure employees understood what the new unified brand stood for and meant to them, so that they were able to deliver the brand promise at moments of truth. The new Al Baraka brand embodies the partnership heritage of Islamic banking, expressed in a future-ready, socially-progressive way. We continue to work with Al Baraka on roll-out and strategic brand development.

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We've racked up air miles travelling to many of Scott Wilson's 80 locations around the globe to create a unified vision for the group. The key word is consolidation. Consolidating the organisation around customer lines. Consolidating teams over geographies. Consolidating the culture for better performance. Consolidating the brand identity to create a more consistent approach across its global markets.

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