customer-centric banking

DigitasLBi for First Gulf Bank

In 2015, First Gulf Bank (FGB) became the third-largest bank by assets in the UAE; and a new branding concept was required to catch up with this elevated status.

Inspired by the bank’s name, we created an experience that was truly customer-centric and put the customer’s needs first.
By placing search at the center of the experience, we were able to create a familiar and – at the time – unique experience that enabled the customers to be in control and get what they needed as quickly and effortlessly as possible.

A clutter-free search experience that focuses on what really matters to the user.
Consistent and available across the website to deliver on the promise of being first.

Inspired by the colors of the Persian Gulf, from which the bank gets its name, we created the main color palette.

Multi-layered navigation menu

In addition to the ability to access everything through search, we designed the navigation menu to give users full and easy control of their experience.

Modular by design

To guarantee extensibility and consistency, the website was designed to be modular with virtually limitless possible combinations.