Rise Every Day

Mashreq relaunched itself as a challenger brand under the positioning Rise Every Day, framing the bank around customers working towards their own goals. The logo kept the flare from the bank's heritage but dropped the blue for a sunrise-orange palette playing on the meaning of Mashreq, place of sunrise. The platform is told through real people rather than celebrities.

The brief

UAE customers working towards personal goals, for a bank repositioning itself as a challenger.

The idea

Mashreq kept the flare from its old logo but swapped blue for sunrise orange, playing on its name's meaning, place of sunrise, under the line Rise Every Day, told through real people.

What to borrow

Rooting a rebrand in the literal meaning of the bank's name gives the new colour and line a reason that is hard to copy.

Brand	Mashreq
Agency	Not named on the source
Talent	Not named
Channels	digital, social
Source	Khaleej TimesCampaign Middle East