Cairo Amman Bank Jordan

Cairo Amman Bank

Cairo Amman Bank


We were asked by Cairo Amman Bank in Jordan to develop a radical new strategy and design language for their brand identity and their branches.

By utilising our unique analysis process, BrandDNA, we were able to establish the key personality, values and characteristics the new identity would deliver to differentiate itself. Based on ‘the bloom’ the final identity provides an optimistic symbol of growth and prosperity and represents the dynamic evolution of the brand and its offer to the customer.

The proposed branch service initiatives included late opening hours, dedicated sales centres and travelling sales teams to generate a fully integrated service-based proposition which we named ‘Open Banking’.

The branch design utilises a set of closing screens enabling a sequential shut-down making it able to offer service to its customers 24 hours a day. At its heart is a dynamic selling arena which focuses on a single key product during each promotional cycle.


Radical change to brand identity.
Radical new strategy and design language required.
Differentiate brand from marketplace.


BrandDNA used to establish bank’s personality and values.
‘Open Banking’ service initiatives.
Sequential closing for 24hr services.
Dynamic selling arena.


Extremely well received by management, staff and customers.
Launched on back of successful nationwide TV advertising campaign.
Successful nationwide press launch.