01
The campaign anchor — the rate at maximum size. No decoration, no lifestyle. A number carrying the full creative weight.
01 / 08 · CaseDukhan Bank · Saving Account Campaign2023
Dukhan Bank — Art Direction · Campaign
Art Direction · Campaign · 3DScroll ↓
02 / 08Context
Dukhan Bank had a savings product paying among the highest profit rates in Qatar. The brief was clear: communicate the rate, drive branch visits, acquire new customers before Ramadan. Standard banking campaign logic — and that was exactly the problem.
Spring 2023 saw every bank in Qatar running a savings campaign with identical visuals: gold coins, soft light, aspirational faces. The competitive environment had collapsed into a single aesthetic. Dukhan needed to cut through not by being louder, but by being more precise. The rate was not the supporting detail. It was the entire creative.
ClientDukhan Bank
AgencyDOTSPACE
RoleArt Direction · Campaign
Year2023
IndustryBanking · Financial Services
ScopeOOH, digital display, in-branch, social formats
03 / 08Constraints
What this had to hold.
Co-branded positioning within Dukhan's existing identity — the campaign could not introduce a new visual vocabulary.
Bilingual execution: Arabic primary, English secondary, with equal visual weight across all OOH.
3D production pipeline via Blender with a 6-week delivery window.
A system that scaled from bus shelter to bank lobby display without rescaling.
The profit rate as the headline — legible at highway speed.
04 / 08
This one had to communicate return.
05 / 08System
Rate treatment
The number is the mark.
The profit rate at display scale — no decoration, no lifestyle. A number doing the full creative job on every surface.
Aaأ
Typography
Rate first. Everything else second.
Bold sans-serif for the headline number. Dukhan corporate face for supporting text. The rate always gets the largest point size.
Colour
Dukhan as anchor, black as edge.
Dukhan primary palette. Black as the campaign field — dark background makes the rate glow without requiring a gold treatment.
3D production
Blender for material quality.
3D-rendered coin and product elements gave the campaign photographic depth without commissioned photography.
Hierarchy
Rate. Qualifier. CTA.
Three-tier hierarchy applied consistently across every format — the rule that prevented any layout from burying the rate.
06 / 08Execution
02
OOH formats — bus shelter and highway billboard using the same hierarchy at two scales without rescaling.
Interlude
Banking advertising often hides behind aspiration. This campaign decided that the rate was aspiration enough. The number was the creative.
03
In-branch application — the campaign as environmental design at the point of sale, where the customer has already arrived.
04
Digital formats — the system compressed to 300×250 and 1080×1080 without losing the rate hierarchy.
07 / 08Rollout
Dukhan branches
OOH formats
Digital formats
Languages
08 / 08Outcome
What held.
- A campaign system that held from highway billboard to in-branch display without redesign.
- The rate as the creative concept — no lifestyle photography, no stock assets.
- Delivered in 6 weeks from brief to production-ready artwork.
Art DirectionYazan Urabi
Account DirectorFarida Kazem
Account ManagerDiana Farhan
AgencyDOTSPACE
Year2023
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