I'm not even sure where to begin with this project, it was a huge endeavour that was months in the making. Al Salam Bank Rebrand and new corporate  identity (DNA). 

We replied to Al Salam's RFP with a deliberate strategy for the rebrand, using clients as the inspiration for everything that we were going to do and putting human interaction first and foremost. The client was a breeze to work with, highly organized and very open to change with great feedback. 

The idea behind the whole campaign wasn't to throw money on advertising, instead we wanted people to feel part of the change. So we collaborated with known Artist Abbas Al Mosawi to curate a series of paintings where everyone was invited to join. For each participant the bank would donate 1BD for charity in collaboration with Royal Charity Bahrain. 

The GIANT work of art was finally revealed, showing the banks new identity. The art was converted to merchandise that was exhibited all over the country and the proceeds are also going to charity. 

We were very focused on getting the internal team on board with the new change, understanding the new brand and all the new strategies and pillar, so we created a very special event for them. 

The reveal was teased all over the island on screens and billboards and all over social media, with help from influencers and the press. We did traditional media, but social media played a huge role as per the strategy I helped create. 

Client: Mahmood Qanati (marketing manager Al Salam Bank) 
Creative Director: Osama Al Saif (Admark Gulf) 
Digital Strategist: Amna Al Hawaj (strategy, budget, video, animation, original score) 
Other collaborators: Tracks and Motiva8 

Casting: The Casting Co
Photographer: Ali Al Rifae 

Plastic Artist: Abbas Al Mosawi 
Charity: Royal Charity 

The Branding 

Creating a buzz through a teaser campaign with the slogan: Inspired BY YOU and leaking the news all over publications.

The outdoor campaign 

Collaborating with one of the best photographers on the Isalan Ali Al Rifae to create the images that represent moments of everyday life where the bank is there for its customers, and moments where we are inspired by them. 

Pieces of the art created by Artist Abbas Al Mosawi that were teasing the new logo

Glimpses of the internal event where the new identity was revealed to the staff first, getting them on board and having them be part of the change. Also helping to create the buzz that build up the campaign. 

Showing part of the events that were held at three malls, people were invited to join and draw and for each participation the bank donated 1BD for charity. In the end the paintings were all assembled to create one giant mosaic that shows the banks logo and symbolizes how the bank is inspired by its clients, by all of us. 

Behind the scenes of shooting the campaign 

Original Music score and new bank music identity create by Osama Al Saif 

Too many videos to share here, I created over 50 videos that were used in the campaign and we took over 500 original photos, covering the events and announcing gradually the change throughout social media. 

With the Artist in his studio