We’re Paterson Associates.

We help brands find their place in the world. We create and strengthen brands. We shake them up, find their energy, clarify what they stand for and help them to stand out in a busy world.

Ajman Bank

Shariah banking for everyone

Working for Andreas Ionnou and Joe Hedges of Rareform in 2007, www.rareformbranding.com, we created a personal, contemporary and inclusive Islamic banking brand for Ajman, one of the United Arab Emirates, www.ajamanbank.com.

Defining a modern Arabic brand

Ajman Bank’s objective was to create a brand that would appeal to the values and sensibilities of people from everywhere as well as its Arabic customers. The idea of the brand is based on the ‘Shariah way of being’. This is about caring for society and individuals, regardless of ethnic or religious backgrounds, treating people fairly and building partnerships based on honesty and equality.

Creating a contemporary, warm style

The brand identity is designed around four rings to represent the self and responsibility to family and community. The personality and visual style of the brand are clean, warm and welcoming. Underpinned with the strapline, ‘Close to You’, Ajman epitomises a modern, progressive service brand anywhere - one that places the customer at the centre of its business.