People hand a bank, an insurer, a payments app or an exchange house their money, so the brand has to earn trust before anyone compares rates. Abcon Branding builds identities and communication for financial businesses in the UAE: the name and mark, the app and the card, the branch and the counter, and plain bilingual language that explains a product without hiding the detail. Our portfolio includes an investment company’s profile, a holding company identity built around the idea of trust and bilingual brands the public uses every day, and we bring that experience to each finance brief.
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What finance and fintech branding covers
A financial brand is used by customers, partners, regulators and staff, often on a phone screen and at a branch counter on the same day. Depending on the business, the work includes:
01Positioning and proposition
what the business should be chosen for, such as speed, low fees, personal service, Sharia-compliant products or a particular community, and how that differs from the banks and apps already on a customer’s phone.
02Naming and product names
a company name and a family of account, card and plan names that sound right in English and Arabic and leave room for the next product. Trade name and licence checks are made with your own advisers.
03Bilingual identity
a logo, colours and typefaces designed in Arabic and English together, so the mark holds up on an app icon, a card, a branch fascia and a statement.
04The app’s brand layer
the icon, colour, type, iconography, illustration and interface guidelines your product team or developer builds the app with, so every screen looks like the brand.
05Card design
debit, credit, prepaid and membership card faces, planned around the artwork rules your issuer or card provider supplies.
06Branch and counter environments
fascia, entrance, queue and counter signage, and the screens and rate boards inside, sized to each site. Abcon Group’s Abjar Signboard Works can produce and install the signs.
07Plain-language messaging
a tone of voice and core messages that explain fees, returns, cover and transfers in words a customer understands, with a clear place for the approved terms.
08Disclosure and terms layouts
space and hierarchy for risk warnings, licence details and terms on adverts, app screens and leaflets. You supply and approve that wording; we make it legible and consistent.
09Investor and corporate material
company profiles, annual review layouts, investor decks and partner presentations, like the navy-and-gold 7 Falcons Investment & Developments profile.
10Launch and acquisition campaigns
social, search and outdoor campaigns, onboarding emails and referral material, planned with our digital marketing team and routed through your approval process.
A concept for bank branch signage and interior branding.
What a finance brand has to do
Look safe before it looks clever.
Customers decide quickly whether a financial name feels dependable. Steady colour, careful type and consistent use across every screen and document do more for trust than a bold idea used once.
Explain the product in plain words.
Fees, exchange rates, cover and returns are where customers hesitate. When the language is clear, the product is easier to choose and the support team answers fewer of the same questions.
Carry approved wording without clutter.
Financial communication often has to include terms, warnings or licence details. A layout that plans for them from the start keeps them readable instead of squeezed into a corner.
Work in Arabic and English everywhere.
A customer may open the app in Arabic and read the statement in English. Both scripts need the same weight and care, on the card as much as on the billboard.
Feel the same in the app and at the counter.
A fintech customer may never visit a branch, while an exchange house customer may never download the app. Whichever they use, the brand should be recognisable and behave the same way.
Stay consistent across many approvers.
Marketing, product, compliance and leadership all sign off financial communication. Clear guidelines and templates let each team move quickly without the brand drifting.
How we work on finance and fintech branding
Every project follows the same four stages. This is what they mean here.
01
Diagnose
We learn how the business earns and how customers choose it: the products, the channels, the competitors already on their phones and the questions customers ask most. We review the app, the website, branch photographs, cards, statements and campaigns, and we meet the people who approve communication, including compliance, so the approval route is understood from the start.
02
Architect
We agree the position and the core messages, then develop the identity in Arabic and English together and test it where finance brands live: an app icon, the first screens, a card face, a branch fascia, a statement header and an advert carrying approved terms. Leadership and compliance review the system together before anything is finalised.
03
Deploy
We prepare logo files, guidelines, app interface guidance for your product team, card artwork to your provider’s specifications, branch signage drawings and campaign templates. Abcon Group’s Abjar Signboard Works and German Printing Press can produce signs and print, or we prepare files for your existing suppliers.
04
Compound
As the business adds products, branches or markets, each new card, plan or feature follows the same rules. We review new material against the guidelines, update templates when approved wording changes and keep the app, the website and the campaigns moving together.
Investment, corporate and trust-led work in our portfolio
The 7 Falcons investment profile, the Trus Holding identity and the CCS UAE corporate-services website, with work that shows what a finance brand needs: a symbol that works as an app icon, an app promoted in public, staff cards and bilingual signage.
We quote every project after a first conversation, so the proposal matches what the business needs. These are the things that move the cost and the timeline most.
New brand or refresh: naming and a new identity for a launch is a larger job than refreshing an established bank or exchange house brand that customers already know.
Products and sub-brands: each account, card, plan or service that needs its own name, colour or lockup adds design and approval time.
Digital scope: brand guidance for one app is a different job from a full interface kit, an app store listing, a website and onboarding emails designed together.
Cards and print: card faces follow your provider’s rules and are produced through them; statements, leaflets and forms are quoted with their print runs.
Branches: the number of branches, kiosks and counters, and the size and lighting of each sign, set the signage drawings and the production budget.
Approval rounds: the number of teams who review the work, including compliance and any outside approvals, affects how many review stages the project needs.
Languages: fully bilingual material, rather than English with an Arabic logo, needs Arabic copywriting or translation and design time for both scripts.
Very professional work, they choose quality over quantity all the time, creative and innovative , love the fact that they include their own opinions and give me honest feedback, helps with improving business and business development.
Absolutely amazing experience working with this team. Their creativity, attention to detail, and understanding of branding is on another level. Highly recommended for anyone looking to elevate their brand presence.👍👍
Have you branded a bank or a fintech company before?
Not yet, and we would rather say so. Our closest work is the company profile for 7 Falcons Investment & Developments, the identity for Trus Holding, whose emblem includes a sign for trust, and the CCS UAE corporate-services website. What we bring to a finance brief is the rest of our portfolio: bilingual identities, app promotion, staff ID, signage and corporate documents, planned with the care a financial brand needs.
Do you write or approve the regulatory text on our material?
No. Risk warnings, licence details, terms and any wording your regulator or compliance team requires come from you and are approved by you. We design layouts that give that wording a clear, legible place, and we build it into templates so it is not left off by accident.
Can you design our app?
We design the brand layer of the app: the icon, colour, type, iconography, illustration and interface guidelines, with key screens that show how they apply. Your product team or development partner builds and maintains the app itself. Websites are different: those we design and build ourselves.
Can you design our payment or membership cards?
Yes. We design the card face within the artwork rules your issuer or card provider gives us, including where the network logo, chip and number sit. Production and personalisation stay with the card provider.
How do you make a finance brand feel trustworthy without looking like every other bank?
Trust comes from consistency and clarity more than from a particular colour. We keep the system calm and readable, then give the brand one distinctive element it can own, such as a symbol, a pattern or a way of writing. The Trus Holding emblem, for example, draws its form from a t, an H and two hands meeting, so the idea of trust sits inside the mark rather than in a slogan.
Can the brand work in Arabic and English?
Yes. We design both scripts together so they share weight and spacing, and we check them on the small surfaces finance brands depend on, from an app icon to a card and a statement. The Jumanah Foods presentation shows the approach on a frontage, with English and Arabic names around one monogram.
Can Abcon Group produce our branch signage?
Yes. Abcon Group includes Abjar Signboard Works, which can produce and install fascias and interior signs, and German Printing Press for printed material. Landlord, mall and authority approvals are identified in the scope. If you already have suppliers, we prepare files to their specifications.
How long does a finance branding project take?
It depends on the scope, so we agree the timeline with you after a first diagnostic conversation, before any work begins, and set it out in the proposal.
What should we share before a finance branding project?
Tell us which products you offer or plan to launch, who your customers are and which apps, banks or exchange houses they compare you with. Share your current logo, app screenshots, website, card designs, branch photographs and campaigns, and any brand or wording rules from your regulator, card provider or parent company. Let us know who approves communication, including compliance, so we can plan the review stages.
Do you work with businesses in Abu Dhabi and the other emirates?
Yes. We work with businesses in Abu Dhabi, Ajman, Ras Al Khaimah, Fujairah and Umm Al Quwain from our head office in Al Qusais, Dubai, and our office in Muweilah, Sharjah. We do not have an office in Abu Dhabi. Meetings happen in person at either of our offices, or online, whichever suits the project. Abcon Group also works in Oman.
Preparing the first conversation? Build a brand project brief around your business challenge, audience and priorities.
