Wio

ADQ

Creating a new brand and product experience for ADQ in the UAE

Business banking is slow and inefficient. How can we make a modern brand and platform that is the opposite of those things? Our brief was simple: create a new brand and product experience for a modern, customer-centric SME bank in the UAE. 

The result is Wio—a new brand and financial platform that empowers ambition with the right network, services and support. We developed the brand strategy, name & brand architecture, tone of voice, visual identity and product design for Wio, delivering the brand in just 16 weeks.

Strategy & Brand Concept

We open new paths so you can go further

We unified the various audiences through their motivations and outlook on life, transcending demographics. We call our audience mindset the ‘Optimistic Achievers’. A simple and powerful value proposition ensures that the brand and platform have a clear focus for the future.

Our concept ‘Open New Paths’ centres around wayfinding and the belief in a better tomorrow. The modern brand expression reflects Wio’s position as an innovative industry leader. Derived from the active purpose, our concept ensures a cohesive brand experience across visual, verbal and experiential touchpoints.

AI Naming

Using the power of AI to supercharge our naming process

We gathered English and Arabic writers to work together on curated inputs to train our machine learning platform. This resulted in 100K+ generated names, the outcome being an AI coined and human curated brand name: Wio. ​​Wio is derived from a simple naming concept—"We" combined with "io", a tech term meaning "input/output".

Contact

Want to know more?

Reach out to Kate Barker, Executive Director of Business Development

kate.barker@rga.com

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