When we spoke to Fuad’s team and his clients we heard of the non-hierarchical, “we’re all in this together” mentality, how rigorously client-centric, not deal-centric the company is and of their collaborative processes. Their repeated successes could be measured by those of their clients’ who returned to them time and time again. It was this commitment to their client relationships and their truly invested nature that sparked the brand’s essence of “Invested Banking”. This not only became the tagline but the genesis of the creative platform informing the logo design, the website design, the collateral and all the messaging.