Mashreq Bank: A Challenger Brand’s Cultural Reset
Mashreq Bank partnered with Sweetwater to transform its brand as it underwent a major digital product evolution. The “Rise Every Day” platform became both a rallying cry and a cultural reset, driving brand differentiation, record growth, and positioning Mashreq as the Middle East’s fastest-growing banking brand.
challenge
As the UAE’s oldest private bank, Mashreq faced a rapidly shifting financial landscape. A new CEO recognized that digital disruption was no longer a distant threat—it was imminent. The bank needed to reinvent itself: becoming more digitally agile, more human-centric, and more culturally relevant, while simultaneously shedding its reliance on traditional branch-based banking models. All this while competing against much larger, government-backed rivals.
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approach
Sweetwater’s strategic response centered around a bold repositioning: Rise Every Day. This platform became far more than a tagline—it was a brand promise and an organizing principle that guided both internal culture and external communications. It repositioned Mashreq as the challenger bank that champions other challengers—empowering customers to overcome obstacles, embrace grit, and define success on their own terms.
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execution
The “Rise Every Day” transformation unfolded across multiple dimensions:
A fully integrated brand campaign featuring a new roster of brand ambassadors — real-world individuals who embodied the challenger spirit.
A powerful series of ambassador films showcasing stories of resilience and unconventional success.
A complete design overhaul, introducing a bold new visual identity, refined logo, and updated templates that blended authenticity with aspiration.
Revamped brand guidelines and stylistic resets across all customer touchpoints, from retail banking to corporate services.
The campaign balanced emotional resonance with strategic differentiation, allowing Mashreq to stand apart in a crowded sector increasingly defined by product parity.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
results
The multi-year transformation drove significant business and brand outcomes:
Massive increases in brand equity and customer engagement.
Record-breaking growth that positioned Mashreq as the Middle East’s fastest-growing banking brand.
Reinforced internal alignment around a shared cultural mission that continues to fuel innovation and customer-centricity.
A strong competitive moat against both legacy rivals and new digital-first entrants.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Additional accolades worldwide
Beyond the trophies, the campaign demonstrated how hyperlocal storytelling can create global cultural impact, setting a new standard for brand collaborations in the region.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
takeaways
By anchoring its transformation in a powerful, human-centered brand purpose, Mashreq successfully navigated the dual challenges of digital disruption and competitive pressure. “Rise Every Day” became not just a campaign, but a unifying force that continues to drive both cultural relevance and sustainable business growth.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
