2020/2021 Winners & Shortlists

ILA BANK

Bronze Lynx

Case Film

Presentation Image

BrandBANK ABC
Product/ServiceONLINE BANKING APP
EntrantSUPERUNION London, UNITED KINGDOM
CategoryCreation of a new Brand Identity
Idea Creation SUPERUNION London, UNITED KINGDOM
Additional Company FONTSMITH London, UNITED KINGDOM

Background

Banking is changing. With younger customers shaking things up in the MENA region, Bank ABC wanted to create a new service that tailored its needs for their changing consumer. In many Arab countries, young people are the fastest growing segment, with some 60% of the population being under 25 years old, making this one of the most youthful regions in the world. We were tasked to help Bank ABC build a mobile-only banking brand that truly reflects a growing younger audience with different lifestyle and financial needs.

Describe the creative idea (40% of vote)

Introducing ila. Launched in Bahrain in 2019 and gearing up to expand across MENA. ila is a mobile only bank for the region’s growing youth. ila meaning ‘to’ in Arabic presents the idea of a journey. Key to the brand was a solution that would work for the mostly dual language population. So, we created an identity that literally reflects, English to Arabic. The branding uses the idea of reflection throughout the visual identity reinforcing the idea that it’s a bank that reflects its customers’ needs and dreams.

Describe the execution (40% of vote)

The idea of reflection was the starting point and inspiration throughout the entire visual identity. We started with the logo. We wanted one logo idea that could work in both Arabic and English, working closely with our Arabic designer we worked on an idea that would truly reflect the ila brand purpose. A logo that actually reflects. Crafting the logo to work in both languages required skill and precision, working with a font foundry we were able to find a solution that was legible in both languages. A super simple colour palette was created utilising a punchy green that grabs attention and reinforces the simplicity of the service. All design elements across website, social media and app are all simple and impactful. We worked with the brand team to design a series of branded collateral for launch including a custom card holder that was mailed out to new users.

List the results (20% of vote)

Since the initial launch in 24 November 2019, the ila Bank onboarding campaign has signed up the first initial 2,000 active customers within the first two days. This controlled first launch will be followed by the full roll-out across Bahrain and the rest of the region including social campaigns and ATL activity.

Credits

Name Company Role
Dave Roberts Superunion Creative Partner
Farah Gamal Superunion Senior Designer
Eva Bashford-Harrison Superunion Designer
Andy Burden Superunion Account Manager