Designed around you
Century, a financial company with over 30 years of experience, wanted to reimagine its brand to reflect a fresh commitment to personalized services.
Shifting from a brokerage firm to a comprehensive financial services provider, Century needed a brand identity that communicated its dedication to tailoring solutions to individual client needs.
Through an extensive branding strategy exercise, we discovered a core insight: the value of putting the customer at the center of every experience.
Challenge
As Century expanded its focus to encompass a broader range of financial services, it sought to shed its brokerage image and adopt a customer-first brand identity.
The challenge was to create a visual identity that conveyed the company’s dedication to personalized services in a way that felt fresh, modern, and relevant in the competitive financial market.
To make Century’s new direction resonate with clients, we needed a brand identity that would emphasize this commitment to listening to and responding to individual customer needs.
Solution
We designed a brand identity that artfully highlighted the letter "U" in Century's word mark, putting the spotlight on "YOU," the client at the heart of their services.
This clever design element not only reinforces the brand idea but also highlights the company’s customer-centric approach in a distinct and memorable way.
Century’s new identity extends beyond the logo.
Each employee received a personalized monogram, with letters derived from the master monogram, further embedding the brand’s ethos of individuality within its team.
With shades of yellow that evoke Dubai’s "city of gold" prestige and symbolize success and achievement, the vibrant colour palette adds warmth and approachability.
This energetic design language establishes Century as a progressive and client-focused financial partner.
Success
Century’s refreshed brand identity has been instrumental in creating a positive image in the financial market.
The new branding resonated with both clients and employees, with staff engagement boosted by personalized elements that reflect the company’s dedication to individuality and teamwork.
The commitment to a customer-first ethos and visually appealing design has enabled Century to stand out, creating a brand that is both trustworthy and dynamic.
Summary
Century’s rebrand has not only positioned it as a leader in customer-centric financial services but our efforts in internal branding also played its part in earning it the title of “Best Place to Work” in Dubai.
The new brand identity has strengthened client relationships, increased employee engagement, and successfully communicated the company’s new direction to the market.
Century’s journey highlights the power of a well-crafted brand to inspire trust, build loyalty, and drive growth in a competitive industry.