Creative Consultant
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Banking & Fintech
Deep experience crafting compelling communication for complex financial brands.
Proven track record with major players like Emirates NBD, HSBC, FAB, Mastercard, and more: award-winning ideas, integrated campaigns, mobile banking narratives, and emotionally resonant brand-building work.
I turn tough marketing challenges into clear, powerful stories that build trust, drive adoption, and forge real connection.
Banking & Fintech Expertise
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Retail Banking products, cards, lending and payments
Mobile banking and digital onboarding
Investment and wealth products
Fintech and challenger-bank models
Crypto and emerging financial technologies
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Brand positioning & management
Strategy-led creative thinking
Social-first and digital creativity
Integrated campaign development
Cultural insight & storytelling
Experience-led brand touchpoints
Marketing strategy & communications planning
AI-enhanced creative ideation & workflows
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Simplifying complex propositions with clarity
Understanding trust, risk and financial behaviour
Reframing functional briefs into human ideas
Building long-term brand value in finance
A Showcase of my Strategic and Creative Marketing Approach.
CASE STUDY -1
Modernising a legacy bank for a mobile-first audience.
Brief & Context
HSBC UAE is perceived as a traditional and serious legacy bank.
Facing tough competition from local emerging banks who generally attract a younger audience especially with a major shift towards mobile banking.
The task is to communicate HSBC’s Mobile Banking App which allows 10 minute account opening and immediate digital debit/credit access.
Idea
This fully integrated Offline/Online campaign was uniquely designed to break through the expected visual identity of HSBC while keeping the brand’s guidelines in place, and of course maintaining the Iconic HSBC HEX as part of the visual language.
The execution was built as a flexible creative system, giving each banking segment and feature its own story and visual language.
Animated assets were designed to clearly express individual benefits while working seamlessly across social, digital and out-of-home. This modular approach allowed HSBC to communicate speed, accessibility and choice in a way that felt dynamic, modern and consistent everywhere it appeared.
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CASE STUDY -2
Rethinking Credit Cards in Oman.
Identifying the real barrier to credit card adoption and turning it into a culturally relevant brief.
Context
Working closely with the marketing team, I identified a unique behaviour in Oman around credit card usage: people saw credit cards as a last resort, avoided using them for everyday spending, and perceived them as complex due to interest rates and fees.
Approach
Rather than promoting features and rewards, I proposed an educational campaign to simplify credit card usage and break the stigma that using one signals financial struggle.
Idea
We created Hakeem, a mascot inspired by Omani culture and respect for elders. Hakeem challenges conventional wisdom. He is trendy, approachable, and in many ways the hero you didn’t know you needed.
Outcome
The campaign was highly appreciated by both the bank and its customers. Instead of just promoting cards, we successfully changed behaviour and perception.
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Earned Words