With a network of some 25 branches spanning the country, Bank of Baghdad is the largest bank in Iraq. As a core part of the Bank's desire to capitalise on future opportunity in pace with the rebuilding of the country, brand consolidation programmes and branch refurbishment initiatives were undertaken.

The design development programme was undertaken in a compressed timeline of nine weeks. As the Bank had little by way of communication media, Vision Communications created a range of core banking collateral covering capability brochures, posters, displays and advertising campaigns.

Bank of Baghdad had a 'logo' but with no brand support systems, so this work was followed with a comprehensive design exercise to create an identity guideline manual covering all aspects of brand support in multi-language application. Ethnic diversity in Iraq requires the inclusion of Kurdish display and wayfinding systems for the north of the country and these were duly incorporated.

Following the finalisation of the brand support systems, Vision then created a comprehensive Environmental Design Guide in order to enable consistent application of the brand to the Bank's environments. The guide covers all applications such as merchandising, point of sale and signages, with design parameters for various furniture and componentry, including a custom-designed entranceway security system. Pivotal to this unique requirement, Vision advised on the operational security procedures of the Bank and developed a system for front-desk protocol that involved the creation of a welcome desk to conceal, and yet retain rapid access to security equipment. The firm also advised on the installation of security entrances for branches.

Following completion of the design guide, Vision liaised with architecture firms to advise on space-planning for the Bank's new multi-level head office and main branch in Erbil. Vision also supported Bank of Baghdad in developing corporate literature and further retail banking collateral.