The Best of Both.
For its 50th anniversary, Rakbank rebranded around a simple promise, digital banking with a human touch, and fixed the app before telling anyone.
- Brand
- Rakbank
- Agency
- Koto
- Market
- UAE
- Region
- GCC
- Year
- 2026
The challenge
Rakbank's research found customers want fast digital banking for everyday tasks but still want a real person for big financial decisions. The bank wanted to look and feel like a large bank with the care of a smaller one.
The idea
Koto refined the symbol, the English and Arabic wordmarks and the National Bank of Ras Al Khaimah logo into one family, with a dhow-inspired mark, digital typefaces and handwritten Latin and Arabic scripts. Before launch, the bank redesigned its app and simplified customer journeys. A 60-day campaign from 9 September opened with a giant red paintbrush teaser, then ran across more than 250 out-of-home sites, YouTube and TikTok mastheads, connected TV, audio and radio, and a live Dubai Eye breakfast show broadcast from the bank's Dubai office.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- Koto
- Media agency
- Assembly MENA
- Additional company
- Netizency
- PR
- Gambit Communications
- Additional company
- Vertex CGI
- Executive Creative Director, Koto
- Dan Witchell
- Executive Strategy Director, Koto
- Tom Moloney
