Mashreq redefines its role with historic new identity and customer proposition


  • Mashreq shifts its strategic purpose with the adoption of the “Rise Every Day” brand identity.

  • Rise Every Day is an invitation to everyone, everywhere, to embrace the courage they need to unleash glory and realize their unique vision of success

  • New strategic focus underpinned by Mashreq’s immersive involvement in the digital economy and innovation ecosystem

DUBAIUnited Arab Emirates, September 22, 2022 /PRNewswire/ — Through an invitation to Rise Every Day, Mashreq Bank – one of the leading financial institutions in the UAE – has unveiled a historic brand evolution with a transformation of its corporate identity and an overarching strategic purpose as an enabler for inclusion in the financial, personal and professional development.

Rise Every Day: Mashreq is redefining its role with a historic new identity and new customer offering

Rise Every Day: Mashreq is redefining its role with a historic new identity and new customer offering

Rise Every Day speaks directly to people around the world seeking advice, expertise and a helping hand from businesses, which reflects Mashreq Bank’s commitment to equipping people with the practical tools and life skills they need to get the most out of life get out of everyday life and how they deal with the digital economy. The move is a landmark development that will see Mashreq adopt challenger brand status as it seeks to make social and economic impact by supporting the aspirations, dreams and needs of each customer.

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An invitation to everyone, everywhere, to realize their personal vision for success, Rise Every Day captures Mashreq’s mission to be the region’s most progressive challenger bank through a collaborative, digital-first approach to building a new banking-as-a service (BaaS). ) – an approach that goes far beyond previous banking and offers its customers the best-in-class experience.

Mashreq’s new brand identity is based on a three-pronged approach of “Innovation, Consistency and Prudence’ towards the customer experience. This derives from the convergence of innovation towards futuristic value and the creation of an ecosystem agile enough to dynamically and incessantly evolve to support the daily changing needs and desires of customers.

Comment on the new brand image Abdul Aziz Al GhurairChairman of Mashreq, said, “Rise Every Day is a statement of intent that illustrates where Mashreq came from and where it is going in the context of today’s rapidly changing and increasingly complex digital world. I understand from my own journey over several decades that I am a brand that is truly making a difference by giving people the tools they need to achieve their dreams – each of us must rise grit every day to make the to experience glory.

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Ahmed AbdelalGroup CEO, Mashreq BankAdded: “The new brand positioning comes at a very pivotal time for us as we lead the evolution of digital finance and the entire digital economy through innovation and deployment of truly transformative platforms and solutions. The new identity reflects our new direction in building deeper and more personalized connections with our customers and partners. The principles behind Rise Every Day stem from Mashreq’s belief in creating a better life and livelihood through hard work and innovation. Our primary focus is to challenge the status quo, inspire our clients and build a banking-as-a-service ecosystem fit for the digital economy – a framework that encourages every client to get up every day to do their to make dreams come true.”

The logo update retains the Flare symbol from the Mashreq brand’s heritage, but simplifies, brightens and modernizes its implementation by removing the blue and doubling the “Sunrise Orange” color palette, which evokes the meaning of Mashreq: place of sunrise . The use of an “orange thread” and a bright, sunny tonality with authentic imagery symbolizes the bank doing what it does best – being an always-available digital partner for those seeking innovative banking solutions to rise to any challenge place.

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The message and design are refreshed with human truths and the campaign features a range of inspirational ambassadors to help Rise Every Day resonate across culture. A multi-phase digital-first content rollout will feature stories of those who have walked extraordinary paths to success and found a path through their courage to achieve a unique form of fame that befits their values. These stories embody the spirit of determination in the slogan and inspire the public to Rise Every Day.

About Mashreq

Mashreq Bank is almost half a century old but proudly thinks like a challenger, startup and innovator. As one of the oldest private banks in the region, Mashreq has pioneered major innovations and developments in banking, from serving entry-level digital-first clients to supporting some of the region’s best-known companies and wealth accounts.

The bank’s mandate is to help clients find their path to Rise Every Day, working in partnership through ups and downs to help them achieve fulfillment, meet financial goals and realize their vision for success.

With a reassuring presence in the world’s major financial centers, Mashreq’s home and global headquarters remain in middle Eastoffers services whenever and wherever it suits its customers.

Find your way to Rise Every Day at Mashreq.com/riseveeryday

Mashreq logo

Mashreq logo

SOURCE Mashreq



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