Magnati

How we pay and take payments for goods and services is changing. First Abu Dhabi Bank (FAB) had been at the forefront of these changes in payments infrastructure and innovation, working with SMEs and large global corporations to revolutionise the payment landscape. But with the rise of challenger brands in this space all bringing a fresh and differentiated approach to brand and communications, meant FAB's association with the more traditional banking sector had left them looking more ‘old guard’ than the vanguard of digital payments that they actually were. FutureBrand's challenge was to help FAB reclaim their leadership role by creating a fresh new brand and identity that all FAB's digital payments services, solutions and innovations could be part of and pave the way for an exciting new company that would stand alone from FAB.

FutureBrand's research showed us that most businesses don’t give much thought to their payments function. They see it as something that sits between them and their customers - a source of cost, rather than a lever of profit. But our brand idea - Payments into Possibilities - turns that on its head. By focusing on all the fantastic benefits that FAB's intelligent payments platform could bring to businesses to help them grow, Magnati unleashed the potential of payments and made commerce count. Being at the forefront of the payment innovation landscape meant that we needed a bold and differentiating identity which brought to life the magnetic qualities of the brand.