The project involved creating a new brand - 'Simply Life', which is an Abu Dhabi Commercial Bank (ADCB) financial initiative. The new brand is aimed at low to medium income expats living in the UAE with the goal of providing easy access to financial services for this diverse group of people. 'Simply Life' is a brand that symbolizes ease and simplicity, bringing a world of effortless financial services to multi-cultural audiences. This project was undertaken in partnership with StartJG.