Mashreq, one of the Middle East’s premier financial services providers, needed a more sophisticated Web presence that would help it to be recognized as a world-class global player by its local and international customers.
The largest private bank in the United Arab Emirates (UAE), Mashreq had distributed responsibility for Web site development to its various departments and divisions. The result did little to promote the coordination of services from the perspective of any of Mashreq’s customers, whether they were individuals new to banking, small local businesses, corporations moving into the UAE, or international financial institutions.
It was evident that Mashreq needed a site that would present a unified face to multiple constituencies. At the same time, the site would have to perform effectively and efficiently across the many language and cultural variations within the UAE and out into the international community.
We convinced Mashreq that a vibrant corporate Web site—even a new, well-designed one—required a re-examination of the systems and methods that support its Web marketing activities. We recommended organization and process changes, enhanced systems capabilities and new approaches to working with Mashreq’s technology partners.
Then, by rebuilding the site architecture around the needs and desires of Mashreq’s customers, we opened up new opportunities for the financial services provider to cross-sell and build lasting relationships with its customers.
Our site design is a fully coordinated expression of Mashreq’s variety of offerings within a unified brand experience—even while accommodating diverse cultural requirements (the format works as a mirror image of itself when changing to English from Arabic, which reads from right to left).
Now Mashreq has an attractive and engaging world-class Web presence—and knows how to keep it that way.