BBAC HAS A NEW LOOK Let us tell you the story

ArabAd - - BRANDING -

This is the story of a jour­ney span­ning more than 60 years—one that be­gan in 1956 and con­tin­ues to­day. It is the story of a BBAC that has wit­nessed chang­ing times—both good and bad—but that has only grown stronger through it all, be­com­ing one of Le­banon’s prom­i­nent banks and con­tin­u­ing to ex­pand lo­cally and in­ter­na­tion­ally.

Through­out this jour­ney, one thing has al­ways mo­ti­vated BBAC more than any­thing else: its ded­i­ca­tion to care. It is the cor­ner­stone of ev­ery­thing the bank does and ev­ery­thing it stands for, hence its slo­gan: “Your Car­ing Bank” - a prom­ise that makes sound and clear the bank’s mo­ti­va­tions and what in­spires the brand.

With the same pas­sion that has spurred BBAC’S com­mit­ment to its stake­hold­ers through­out the years, the bank has re­cently em­barked on a ma­jor shift in its cor­po­rate iden­tity and brand look un­der the lead­er­ship of its Chair­man and Gen­eral Man­ager, Sheikh Ghas­san As­saf.

Tarek Bi­lal, Head of Mar­ket­ing at BBAC, ex­plained: “The launch of this new iden­tity aims at keep­ing pace with the chang­ing na­ture of the bank­ing sec­tor and its de­vel­op­ment, es­pe­cially in this fast paced tech­no­log­i­cal and dig­i­tal era. It also comes in re­sponse to the grow­ing cus­tomer de­mand and the need to in­vite young peo­ple—who make up the largest seg­ment of the pop­u­la­tion—to par­tic­i­pate in this change, thus at­tract­ing new gen­er­a­tions of cus­tomers. In par­al­lel, we wanted to re­in­force the em­ploy­ees’ sense of be­long­ing to the bank and gain the pos­i­tive perceptions and be­hav­iors of our dif­fer­ent stake­hold­ers while we take the bank into the next phase and re­flect our pro­gres­sive strat­egy and de­vel­op­ment and ex­pan­sion plans for the fu­ture.”

“We meant for this change to re­flect our moder­nity and open­ness as a bank while also pre­serv­ing our 60-year legacy and achieve­ments,” he added.

BBAC’S re­brand­ing goes hand-in­hand with a com­pre­hen­sive strat­egy. Apart from just en­hanc­ing the im­age of the bank in the eyes of the pub­lic, this trans­for­ma­tion will also be ac­com­pa­nied by in­ter­nal changes touch­ing on the ef­fi­ciency and ef­fec­tive­ness of its busi­ness, staff morale, cus­tomer re­la­tions and the qual­ity of goods and ser­vices and how they are de­liv­ered across dif­fer­ent touch points.

“While it’s too early to mea­sure the re­brand­ing’s im­pact, we are al­ready see­ing more in­ter­est in the bank within our mar­ket as well as a more fo­cused cul­ture at the bank. It def­i­nitely

We meant for this FKDQJH WR UHÁHFW our moder­nity and open­ness as a bank while also pre­serv­ing our 60-year legacy and achieve­ments.

We de­cided on this sym­bol be­cause our clients are what is most im­por­tant to us, and our prin­ci­ple fo­cus has al­ways been to lis­ten, un­der­stand and guide…

strength­ens the mis­sion and or­gan­i­cally ad­vances our long-term ob­jec­tives, in­clud­ing con­tin­ued growth and ex­pan­sion, and we look for­ward to­wards the fu­ture with ex­cite­ment,” said Bi­lal.


Since the day BBAC was es­tab­lished, it has re­mained ded­i­cated to care by build­ing its legacy on hu­man val­ues - val­ues that serve as the foun­da­tion of ev­ery one of the bank’s de­ci­sions, con­ver­sa­tions and in­ter­ac­tions, help­ing it nav­i­gate chal­lenges and an­chor­ing it to what mat­ters most: do­ing the right thing.

“What has al­ways dif­fer­en­ti­ated us at BBAC is that we truly care about peo­ple. We put our stake­hold­ers first, com­ing through for them when they need us most and go­ing above and be­yond to do what is right. This has helped us build last­ing and close re­la­tion­ships with our stake­hold­ers, es­pe­cially our clients,” as­serted Bi­lal.

BBAC has re­de­fined the tra­di­tional re­la­tion­ship banks have with their clients, in­cor­po­rat­ing care in its cul­ture and mak­ing it its daily mis­sion. This, in turn, has re­sulted in a dy­namic of com­fort, trust and be­long­ing be­tween the clients and the bank.

BBAC’S new iden­tity cel­e­brates the strong re­la­tion­ships the bank has with its clients, staff, share­hold­ers and greater com­mu­nity; one that launches BBAC into the next era with the same heart and stamina that have al­ways de­fined the brand and shaped its past suc­cesses.


At the heart of BBAC’S new iden­tity is a sym­bol that em­bod­ies the bank’s hu­man-cen­tric cul­ture of care and tells the story of its per­sonal re­la­tion­ships with its stake­hold­ers, es­pe­cially clients, while re­flect­ing a mod­ern, fresh and friendly im­age. The in­ter­lock­ing cir­cles por­tray pure equal­ity be­tween two true part­ners, and fully em­brace care as a shared value and brand pil­lar. With BBAC rep­re­sented in blue, and the client in aqua, these part­ners are seam­lessly con­nected in an em­brace where each one is at the cen­ter of the other’s uni­verse, and where they both bring value to one an­other and grow to­gether in mu­tual har­mony.

“We de­cided on this sym­bol be­cause our clients are what is most im­por­tant to us, and our prin­ci­ple fo­cus has al­ways been to lis­ten, un­der­stand and guide, of­fer­ing prod­ucts and ser­vices that re­volve around them and their chang­ing life­styles and needs. This has placed us at the cen­ter of their fi­nan­cial world and es­tab­lished us as the ref­er­ence that they turn to when they need sup­port along their fi­nan­cial jour­neys,” as­serted Bi­lal.

Be­cause the cir­cle is a sym­bol of in­clu­sion, the new logo raises the brand’s pro­file fur­ther to­ward its un­change­able com­mit­ment of care. More­over, the logo im­plies mo­bil­ity and a new di­men­sion, but also de­notes in­no­va­tion.

“BBAC’S for­mula for suc­cess starts and ends with peo­ple be­cause we be­lieve that car­ing for each other means suc­ceed­ing to­gether. It is a sim­ple truth that BBAC has ad­hered to for more than 60 years, and it is the key to a solid fu­ture,” stated Bi­lal.

This is the bank’s story, and its logo tells it proudly - a logo de­sign that com­mu­ni­cates the bank’s DNA re­flected in its cul­ture, val­ues and strengths.

The re­brand marks a new era in the his­tory of BBAC and re­flects both the evo­lu­tion of the bank, as well as its vi­sion for the fu­ture whilst cap­tur­ing the essence that makes BBAC unique and build­ing on its il­lus­tri­ous her­itage.

Tarek Bi­lal, Head of Mar­ket­ing at BBAC

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