Deem

A saturated financial services market required a partner that truly listened, understood and provided. Deem a joint venture between Mubadala Investment Company and Singapore based Fullerton Financial Holding aimed to be that partner.

Strategic

As we undertook the brand audit our objective was clear: to not lose Deem in market clutter, as one that overpromises but under delivers. Especially, as immersive stakeholder interviews made evident just how dedicated Deem is towards creating financial products that support people from all walks of life. The more we interacted with Deem and the more industry-wide research we conducted, the clearer it became – Deem helps ‘realise aspirations’ unlike any other.

With this guiding thought Deem’s strategic platform is built around the pillars of openness, transparency and accessibility. Deem is for the community: empowering all to build a prosperous financial future.

The building blocks of Deem’s brand strategy also inspire its name. The Arabic word for ‘rain cloud’, Deem appeases Arabic speakers as the one that brings ‘financial relief’ and English speakers as the one who is the savior on a ‘rainy day’.

Creative Solution

E7 Group’s brand signature is designed to highlight the seamless integration of ‘E’ and ‘7 to symbolise the harmony between the diverse services that came together to form a Holco—elements uniting to create a sense of completeness.

A vibrant color palette distinguishes this new integrated services brand, setting it apart from competitors and appealing to both regional and international audiences. In line with a monolithic brand system, each business unit’s identity follows the group’s design but incorporates a distinct color to differentiate the various offerings.

An expertly crafted graphic language brings the brand identity to life across its various digital and print collateral, specifically the corporate website and business units’ microsites.