Mashreq Bank

As the second oldest bank in the UAE, Mashreq has long been a pioneer. But as local and international competition grew, the bank tapped Lippincott to help strengthen its market leadership. The new brand positioning was one of openness: the financial promise of opening opportunities, the service promise of opening access, and the more human, relationship promise of opening up. And, as "mashreq" translates to "where the sign rises in the East," the visual identity conveys a rising sun.