BRAND: Saudi Hollandi Bank

How do I get employees to support values?

Engage them emotionally


Saudi Hollandi Bank is Saudi Arabia’s oldest bank. It has ambitious targets for growth and as a means of achieving these, asked us to help them change the internal culture. We worked with them at their offices in Riyadh, Jeddah and Khobar to develop a framework within which they could engage all their employees across Saudi.


We created an internal brand theme ‘Realize the Opportunity’, suggesting both the act of identifying opportunities, but also of bringing them to life.  We also developed 4 clear values, sharpening those that already existed and then creating a visual identity and communications including videos, posters and an Intranet. We also embedded the new into the organisation with a series of workshops around the country.


The values now provide a clear framework for employee behaviours, recruitment and reward and are being used to guide a culture that can deliver growth.


  • Positioning and values
  • Brand identity
  • Key messaging
  • Brand Videos