The rebrand included a network of 120 branches, 650 ATM’s and 2 corporate offices across the Gulf Region. In 2008 Endpoint conducted a full brand audit including rationalisation and standardisation of all printed collateral, which resulted in major cost savings for the bank. A project management team was then deployed to the client’s offices in mid-2009 to plan and facilitate the rebrand with minimal downtime for the business.

Rollout of the bank’s new corporate identity commenced in January 2010. Against very challenging timescales, the Endpoint team managed all key aspects of the rebrand rollout program including the implementation of external fascia signage and internal branding. Over 3600 corporate design elements were ultimately installed – reflecting the scale of the challenge in integrating two banks over a 60-day period, across all seven Emirates.

The project also included securing mall management and landlord approvals for all the branch schemes as well as the installation of new signage at ten airport pay offices, ports and terminals. The design and rollout of secondary and tertiary external signing was also conducted at over thirty locations. Endpoint provided quality control for all sign installations throughout the program and, following implementation, was retained to undertake detailed inspection visits for all sites. Following these visits, we prepared comprehensive visual audit reports of the entire rebranded Emirates NBD estate.

Additional project management support during rollout included cost control of the overall signage program totaling over AED 6 million, in-house graphic support, artworks and the preparation and provision of a retail standards document.

The project was successfully concluded in April 2010 with significant cost savings for the client.