Bahrain Financing Company (BFC), the kingdom’s oldest money transfer and foreign exchange group, has announced the launch of its new brand identity to assist its business expansion plans.

Retaining the company’s key strengths, the new identity aims to represent and reinforce BFC’s market leadership, reflecting the company’s commitment to its customers by adopting progressive and contemporary business practices, said a statement.

The brand signifies BFC’s strategic shift towards a simpler approach to business, with the design style being reflective of the brand: simple, easy and friendly, it said.

Ebrahim Nonoo, managing director and CEO of BFC, said: “Although our old corporate identity reflected the history of our operations since 1917, we need to evolve with the changing times and adopt best practices throughout our organisation. We have a progressive vision for the new BFC, and the vibrant new identity is reflective of this. Though our identity has changed to embody BFC’s growth and services, we will remain synonymous with our company core values of care, efficiency and trust. Committed to expanding and evolving, BFC is also developing a full-fledged brand roll out for our key products, including EZRemit, which the market will hear more of in the near future.”

As part of the new business strategy and re-branding, BFC has partnered with award winning independent creative consultancy Unisono; the kingdom’s longest standing PR consultancy, Hill & Knowlton, and web consultants 4SPOTS to implement its ambitious rebranding project and communications campaign. -TradeArabia News Service