Premium bank Banque Saudi Fransi has rebranded to BSF, through a partnership with agency R/GA EMEA.
Signalling the transition to sole Saudi ownership, the new identity and name reaffirm BSF’s Saudi roots and its modern outlook to the financial services and economic growth in the Kingdom.
As brand design partner for BSF, R/GA was responsible for leading the brand strategy and identity for the rebrand.
“Central to the work at each stage was the R/GA philosophy of building brand as an operating system, creating tools rather than rules, and ensuring that the brand is cohesive both on and offline.
“Being future proof to adapt and flex as the role of service and technology evolves in lin
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