Oman’s new Credit Bureau
Brand identity
Mala’a is the name of the new credit bureau brand from the Oman’s Central Bank (OCB). The organisation has been created to help Oman further comply with the international banking sectors requirements for credit transparency. The newly spun out entity acts as Oman’s National Databank, offering Credit Bureau Services, instant credit-based decision making & credit scoring, data analytics and aiding in the innovation in the FinTech sector.
Challenges
1. Create a literal and visual identity to support the Oman Credit & Financial Information Centre (OCFIC) as it separates from the OCB
2. Provide two voices for different market spaces (senior and trusted authority backed by the OCB plus a supportive information service to customers)
2. Provide two voices for different market spaces (senior and trusted authority backed by the OCB plus a supportive information service to customers)
Designing a clear credit
bureau brand strategy
bureau brand strategy
Client workshops, stakeholder engagement, social media
analysis and customer interviews
1. Discovered the brand’s true purpose – ‘To contribute to a greater cause’
2. Establish a brand personality as ‘The Advocate’
3. Created a vision - ‘To empower growth through information’
4. Defined brand values ‘Integrity’, ‘Dynamism’ and ‘Diligence’
5. Articulate a promise - ‘To bring order, clarity and confidence’
Summing their proposition: (Mala’a) are the national reference point for accurate & timely financial information. We bring clarity and confidence to the financial system of the nation, promoting financial inclusion by giving Oman and Omanis greater access to funds. We are the stimulators of investment & progress in Oman.
analysis and customer interviews
1. Discovered the brand’s true purpose – ‘To contribute to a greater cause’
2. Establish a brand personality as ‘The Advocate’
3. Created a vision - ‘To empower growth through information’
4. Defined brand values ‘Integrity’, ‘Dynamism’ and ‘Diligence’
5. Articulate a promise - ‘To bring order, clarity and confidence’
Summing their proposition: (Mala’a) are the national reference point for accurate & timely financial information. We bring clarity and confidence to the financial system of the nation, promoting financial inclusion by giving Oman and Omanis greater access to funds. We are the stimulators of investment & progress in Oman.
Results
The credit bureau brand has been rolled out to key businesses in Oman as part of a multistage deployment
This signalled the changes the OCB are committed to in terms of transforming the national economy to one of enhanced transparency driven by positive, data-driven outcomes
While it is early in the deployment to talk metrics, the credit bureau brand was unanimously approved by the OCB and initial support from the business community in Oman has been notably positive.
This signalled the changes the OCB are committed to in terms of transforming the national economy to one of enhanced transparency driven by positive, data-driven outcomes
While it is early in the deployment to talk metrics, the credit bureau brand was unanimously approved by the OCB and initial support from the business community in Oman has been notably positive.
The work has been entered for numerous awards and we await with baited
breath for the results!
breath for the results!
