R/GA, Marketing Agency
WIO The financial platform that empowers your ambition
Our brief was simple. Create a new brand and product experience for a modern customer-centric SME bank in the UAE. The result is Wio—a new brand and financial platform that supports businesses ambition's with the right network, services and support.
Brand Strategy
Brand Design
Naming & Verbal Design
Design System
Product Design
Brand Positioning
Brand Architecture
Verbal Identity System
Visual Identity System
Art Direction
Brand Playbook
Our brand concept ‘Open New Paths’ combines the visual language of wayfinding with a feeling of optimism. The modern brand expression reflects Wio’s position as an innovator and industry leader. Our concept ensures a cohesive brand experience across visual, verbal and experiential touchpoints.
We used AI to accelerate the brand naming process. By combining Arabic and English writers with specific brand inputs we generated 100K+ potential names.
Wio was the winner: a blend of 'we' and ""io"", a tech term meaning "input/output".