Al Wifaq

A successful sub brand

Al Wifaq Finance Company is a Private Joint Stock company with a paid-up share capital of AED 500 million shared between Union National Bank’s and strategic investors.
Al Wifaq is the only finance company whose ownership structure represents both Dubai and Abu Dhabi governments.

We created the original identity and retail banking concept for Al Wifaq. The aim was new start-up bank to attract a wider target audience in a highly competitive market characterised by cultural diversity and rapid growth.

The Al Wifaq brand has a distinctive tone of voice. Combining a strong Arabic character with a European look and feel, it communicates a differentiated offer with one unified approach to customer segments such as students, teachers, nurses, hotel and catering employees.

We developed all aspects of the brand from positioning, naming, identity and communications
to a ‘mini branch’ concept for channels such as shopping malls, supermarkets, universities
and hospitals. 

The brand proposition is simple services and products via 24 hour everyday banking, easily accessed through alternative channels. One of the key strategic decisions was to enter into a partnership with Emirates Post and position ‘mini branches’ within existing post office buildings. This increased the bank’s market penetration with an extended branch network of 40
additional locations

Al Wifaq has proved to be a highly successful sub brand that is now focused on capitalising on
the growing demand for Islamic finance products and services for retail and corporate customers in the UAE.

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