| BFC - BEC: Bahrain Financing Co and Bahrain Exchange Co
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Bahrain and Kuwait Industry/Sector: Financial Services, Business and Professional Services Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Bahrain Financing Company rebranded to ‘BFC’ and Bahrain Exchange House rebranded to ‘BEC’. BFC (and sister BEC) is a financial services company and the oldest, regional exchange house. The company is similar to Western Union, its main competitor and the market leader. The sector is widely serviced by five other main competitors. BEC operates in Kuwait while BFC operates in Bahrain. Challenge Rebrand to enable maintenance of current target audience (low paid migrant workers) while allowing growth into new segments (blue and white collar – higher paid expats). Create a unified brand (BFC & BEC) which can grow new segments (who thought current brand is too cheap) without alienating old segment (who might think new brand too expensive). Maintain ‘friendly’ family business heritage while presenting brand as ‘progressive and empowering’. Strategy Simplify the communications, clean up the corporate ID and improve relationships via friendlier presentation. Created new vision ‘to create paths to prosperity’, which enabled client to innovate with new online services targeting the new ‘higher value’ segments. New values of Trust, Care and Efficiency created to guide company’s heart and soul. New unifying corporate ID presents brands as unified, simple, clean and friendly – still acceptable to current target audience and also more appropriate for new segments. Distinctive new presentation enabled brand to stand out against regional competition. Result The changes have been widely accepted by the current target audience and seen as a positive move. New sales figures show a 10% increase in transaction numbers for the quarter since rollout. New segment sales are also increasing. The new corporate identity has been positively received by the executive team, retail teams and the customers alike. New brand campaign increased brand awareness by 20%. Credits: Client: BFC - BEC - (Bahrain Financing Company - Bahrain Exchange Company) - www.bfc.com.bh Brand Strategists/Designers: Unisono - www.unisono.bh Director of Strategy: Amy Morgan Executive Creative Director: Liam Farrell Creative Director: Carl Willoughby Graphic Designer: Ryan McGlyncy Project Manager: Banah Anabtawl [back] |
