Editorial & Advertiser disclosure

Global Banking & Finance Review® is an online platform offering news, analysis, and opinion on the latest trends, developments, and innovations in the banking and finance industry worldwide. The platform covers a diverse range of topics, including banking, insurance, investment, wealth management, fintech, and regulatory issues. The website publishes news, press releases, opinion and advertorials on various financial organizations, products and services which are commissioned from various Companies, Organizations, PR agencies, Bloggers etc. These commissioned articles are commercial in nature. This is not to be considered as financial advice and should be considered only for information purposes. It does not reflect the views or opinion of our website and is not to be considered an endorsement or a recommendation. We cannot guarantee the accuracy or applicability of any information provided with respect to your individual or personal circumstances. Please seek Professional advice from a qualified professional before making any financial decisions. We link to various third-party websites, affiliate sales networks, and to our advertising partners websites. When you view or click on certain links available on our articles, our partners may compensate us for displaying the content to you or make a purchase or fill a form. This will not incur any additional charges to you. To make things simpler for you to identity or distinguish advertised or sponsored articles or links, you may consider all articles or links hosted on our site as a commercial article placement. We will not be responsible for any loss you may suffer as a result of any omission or inaccuracy on the website.

Home > Banking > INDUSTRY CREATES BRAND FOR NEW UAE DIGITAL CHALLENGER BANK CBD NOW

INDUSTRY CREATES BRAND FOR NEW UAE DIGITAL CHALLENGER BANK CBD NOW

Published by Gbaf News

Posted on December 14, 2016

5 min read

Last updated: January 22, 2026

Image illustrating the global glass tempering system market growth forecast - Global Banking & Finance Review — Illustration depicting the projected growth in the global glass tempering system market, expected to reach US$ 135.6 Mn by 2027, driven by trends in renewable energy and advanced manufacturing technologies.

Spontaneity and the joy of living is the inspiration behind a new brand identity for CBD NOW, the digital challenger bank being launched in the New Year by the Commercial Bank of Dubai. Created by global brand consultancy Industry, the essence of the new brand, which is the first digital bank to market in the United Arab Emirates, is summed up in the strapline ‘Love the Moment’, emphasising the empowerment of instant financial decision making.

Targeting millennials and digitally connected customers, CBD NOW offers a completely digital way of banking, combining seamless customer experience with transparent and value-added services. Built around the needs of customers, the bank offers an entirely unique experience that is simple, smart and safe. Customers can carry out all their banking via their smartphone, including accessing detailed personal financial information such as how much they have spent on coffee in the last month, as well as tailored alerts to personalised rewards and offers. They will also benefit from instant decisions on loans and mortgage applications via the app.

Industry worked closely with Commercial Bank of Dubai over a three-month period to define the new proposition and develop an energetic and dynamic visual identity that successfully conveys CBD NOW’s game-changing nature.

The new brand owns a vibrant primary red and accompanying bright colour palette, with a distinctive typeface and graphics that capture the explosive impact of the technology and position the brand as a pioneer of digital banking.

Focusing on the impact of instant digital banking on customer lifestyles, the brand photography encompasses the spirit of Dubai and the joy of a new, instantaneous, personalised way of banking that enables customers to live their lives to the full.

“CBD NOW will be the first choice for customers seeking a new way of banking that fits with their lifestyle, with instant access to in depth personal financial information”, said Murray Sims, General Manager for the personal banking group at CBD. “It will redefine the role of a retail bank, having been built entirely around the needs of customers and their rapidly changing expectations about how they access and manage their finances. It’s about creating a seamless customer experience that empowers people to pursue the joy of living.”

Sholto Lindsay-Smith, CEO of Industry added: “This is a sophisticated, next generation bank, fresh and unencumbered by legacy systems, that is set to shake up the entire personal banking sector. The ‘Love the moment’ brand proposition has an intrinsic appeal to an audience who have a ‘seize the day’ outlook on life. It is a bank brand that customers will genuinely love. It is a genuine first for the region.”

Industry defined the brand positioning for CBD NOW and developed a logo system, colour palette, tone of voice, typography, VISA card designs, corporate stationery, website, advertising and brand guidelines.

Spontaneity and the joy of living is the inspiration behind a new brand identity for CBD NOW, the digital challenger bank being launched in the New Year by the Commercial Bank of Dubai. Created by global brand consultancy Industry, the essence of the new brand, which is the first digital bank to market in the United Arab Emirates, is summed up in the strapline ‘Love the Moment’, emphasising the empowerment of instant financial decision making.

Targeting millennials and digitally connected customers, CBD NOW offers a completely digital way of banking, combining seamless customer experience with transparent and value-added services. Built around the needs of customers, the bank offers an entirely unique experience that is simple, smart and safe. Customers can carry out all their banking via their smartphone, including accessing detailed personal financial information such as how much they have spent on coffee in the last month, as well as tailored alerts to personalised rewards and offers. They will also benefit from instant decisions on loans and mortgage applications via the app.

Industry worked closely with Commercial Bank of Dubai over a three-month period to define the new proposition and develop an energetic and dynamic visual identity that successfully conveys CBD NOW’s game-changing nature.

The new brand owns a vibrant primary red and accompanying bright colour palette, with a distinctive typeface and graphics that capture the explosive impact of the technology and position the brand as a pioneer of digital banking.

Focusing on the impact of instant digital banking on customer lifestyles, the brand photography encompasses the spirit of Dubai and the joy of a new, instantaneous, personalised way of banking that enables customers to live their lives to the full.

“CBD NOW will be the first choice for customers seeking a new way of banking that fits with their lifestyle, with instant access to in depth personal financial information”, said Murray Sims, General Manager for the personal banking group at CBD. “It will redefine the role of a retail bank, having been built entirely around the needs of customers and their rapidly changing expectations about how they access and manage their finances. It’s about creating a seamless customer experience that empowers people to pursue the joy of living.”

Sholto Lindsay-Smith, CEO of Industry added: “This is a sophisticated, next generation bank, fresh and unencumbered by legacy systems, that is set to shake up the entire personal banking sector. The ‘Love the moment’ brand proposition has an intrinsic appeal to an audience who have a ‘seize the day’ outlook on life. It is a bank brand that customers will genuinely love. It is a genuine first for the region.”

Industry defined the brand positioning for CBD NOW and developed a logo system, colour palette, tone of voice, typography, VISA card designs, corporate stationery, website, advertising and brand guidelines.