Al Rajhi Claremont
A joint venture between the worlds largest Islamic bank, Al Rajhi Bank and Claremont Asset Management required the creation of a brand appealing to the Middle East market. Our initial designs examined wordmarks and symbols that would resonate with Islamic culture - in particular the 'Rub el Hizb'. Represented as two overlapping squares, in Arabic, Rub means 'one fourth, quarter', while Hizb means a group, perfectly highlighting the nature of the joint venture. Colour palette focused on Al Rajhi blue and use of their wordmark to harness existing brand equity while building credibility for the new brand. Tone of voice aimed at reassuring investors of the groups Shariah compliancy with a suggested image style to reinforce this.