The bank of the future is ADCB’s bank of today

Client
ADCB
Role
Brand & Retail
Market
UAE

Focusing first on the UAE and its retail customers, ADCB is reinventing customer-centric banking, aiming to become the region’s most preferred bank. This vision is most meaningfully experienced in the branch, and reimagining the customer experience was a key component of Start’s rebrand programme. Thereafter, our reimagining of customer-centric banking extended across all customer touchpoints: products and services were simplified and restated. While the main ADCB brand was refreshed, as a powerful symbol of change to its customers.

Putting service front and centre
of the banking experience

Branches continue to have an important role for customers in their relationship with the bank. More than simply a place to sell products and services, branches represent a customer’s experience of the brand. And, for ADCB, that experience is all about putting customer needs first.

The new design allows for twice as many service desks in the same space. ADCB’s bank of the future is now ADCB’s bank of today – an innovative space with intuitive interiors, ergonomic appeal and bespoke design. Importantly, the cost of the new improved design is just 50% of a refit under the previous configuration.

“Our goal was to evolve the ADCB brand; to explore the possibilities without losing sight of the propositions that underpin our award-winning success. With Start’s help, we were able to recast our core values into an innovative and refreshing customer experience.”

Arup Mukhopadhyay
Executive Vice President & Head of Consumer Banking, Abu Dhabi Commercial Bank