Communicating for the banking industry is one thing, but when the football industry trespasses into a bank through a strategic partnership, this is where we have room to shift the brand character a bit, creating materials that expand into a completely different segment, the younger generation for today. And that was our main purpose when crafting the materials for the Hilal Card Launch, leaning towards the younger audience, aiming to stretch Riyad Bank's brand perception to be less governmental by the day.
