Case Study
BankOnUs
AgencyConstantine Corporate Communications
DesignationCEO
RoleBrand Strategist
Year2017–18
SituationA group of retired bankers from HSBC, Citi and other multinationals set out to build a product-comparison platform to rival YallaCompare in Dubai.
ChallengeStanding out in a category already dominated by three major players offering aggressive promotions.
BriefA comprehensive corporate identity to set BankOnUs apart from every comparison site on the market.
StrategyWhere competitors promoted whatever paid best, BankOnUs promoted only what genuinely served the customer. The identity was built around that transparency, a shell game where the ball, always visibly under the cup, showed exactly where the customer’s best interest was.
Scope of WorkCorporate identity and website.
ResultThe identity took BankOnUs to top-of-mind recognition quickly, leading to a swift sale at an exceptional profit.
NoteA first experience building a fintech brand from the ground up.
BankOnUs entered a market already ruled by three entrenched comparison platforms, all of them promoting whichever product paid the highest commission. The identity we built flipped that logic entirely, positioning BankOnUs as the one platform that showed customers exactly where the best deal actually was, visualised literally as a shell game where the ball was never hidden. That clarity took the brand to top-of-mind recognition fast enough that it was acquired shortly after at a substantial profit, my first experience building a fintech brand from nothing.