As we undertook the brand audit our objective was clear: to not lose Deem in market clutter, as one that overpromises but under delivers. Especially, as immersive stakeholder interviews made evident just how dedicated Deem is towards creating financial products that support people from all walks of life. The more we interacted with Deem and the more industry-wide research we conducted, the clearer it became – Deem helps ‘realise aspirations’ unlike any other.
With this guiding thought Deem’s strategic platform is built around the pillars of openness, transparency and accessibility. Deem is for the community: empowering all to build a prosperous financial future.
The building blocks of Deem’s brand strategy also inspire its name. The Arabic word for ‘rain cloud’, Deem appeases Arabic speakers as the one that brings ‘financial relief’ and English speakers as the one who is the savior on a ‘rainy day’.