Open and Engaging Retail Banking

I-AM was delighted to be retained by Mashreq Bank, the UAE’s Best Consumer Digital Bank, and a well-respected and recognised financial brand across the Middle East.

Mashreq’s CEO, His Excellency Abdul Aziz Al Ghurair, had a clear vision for his branch network: to create an open and engaging retail environment that harnesses the latest technologies for transactions and product awareness.

I-AM’s challenge was to create an orchestrated customer journey that would appeal to the various customer segments, supporting the idea of service-to-sale, with a suitable level of privacy for advice. At the same time, our design objective was to marry human and digital interaction in an uncluttered, sleek design language.

After launching the pilot site, I-AM produced a retail design manual and adapted the concept across Mashreq’s branch network.

What we did

Multi-segment customer journey planning
Merchandising strategy
Multi-format branch design
In-branch communication and branding
Design delivery
Supervision during construction
Retail design manual
Kiosk design
Design adaptation for 30 branches across the network