Our partnership with the Arab Monetary Fund began with a bold brief: to define a brand that reflects the institution’s evolving role as a driver of regional economic stability and prosperity. Working closely with AMF’s leadership and communications teams, Omnia led the development of a new brand strategy, purpose, and identity system—rooted in clarity, credibility, and future-focused ambition. From strategic positioning to brand architecture, design, and internal engagement, we helped translate AMF’s mission into a cohesive brand built for long-term impact across the Arab region.

One of the key challenges was how to redefine AMFs presence in the region. While AMF has long played a vital role in shaping Arab economic resilience, its visual identity and communications did not fully reflect the scale, confidence, or clarity of that impact. Our task was to build a brand expression that matched the institution’s regional presence-elevating its voice, refreshing its visual system, and ensuring consistency across all touchpoints.

Another significant challenge was creating a brand that would resonate internally across a highly professional, policy-driven environment. The brand needed to be more than a design refresh-it had to feel authentic and empowering to the people who would use it daily. To address this, we developed clear usage tools, tone of voice principles, and cultural cues that helped teams understand not just how to use the brand, but how to live it. From presentations to publications, the goal was to embed the brand into everyday practice-seamlessly and confidently.

For the Arab Monetary Fund, our approach was designed to elevate perception, unify expression, and future-proof the brand across its ecosystem. While rooted in institutional credibility, the new brand introduces a fresh clarity and confidence-aligning AMF’s outward presence with its growing regional role.

Working across AMF, Buna, and ATFP, we delivered a cohesive and flexible identity system that reinforces the unique role of each entity while uniting them under a common purpose. The visual system balances regional relevance with global standards, ensuring AMF is seen not just as a technical institution, but as a strategic leader in Arab economic development.

From dynamic layouts and modern typography to human-centric photography and digital-first applications, the brand now speaks with authority and approachability-whether in high-level policy forums or internal team briefings. We introduced adaptable assets, ready for everything from executive presentations to social media animations, empowering teams to express the brand confidently and consistently.

Beyond design, the brand values-Resiliently Rooted, Collaboratively Committed, Purposefully Progressive, Strategically Smart-are already shaping internal culture. Through tone of voice, employee campaigns, and ambassador activation, the brand is being lived as much as it is seen.

We also equipped AMF with the tools and templates to sustain momentum-from fully systemized brand guidelines to internal training and launch materials. As a result, AMF is now positioned with a voice that reflects both its legacy and its vision for the future-trusted, forward-thinking, and regionally vital.

This transformation ensures AMF communicates not only with consistency, but with conviction-reinforcing its leadership across the Arab region and beyond.

• Growing regional focus on economic resilience and sustainable development.


• Increased expectation for transparency and clarity in institutional communications.


• Rising need for policy-oriented institutions to connect with broader public and government audiences.


• Greater demand for pan-Arab alignment while respecting individual national contexts.

We remained closely attuned to regional dynamics and global benchmarks through continuous institutional research, peer analysis, and engagement with economic, trade, and monetary policy trends across the Arab world.

Creative & Cultural Insights

Our work with AMF highlighted the critical importance of designing for both institutional integrity and cultural resonance. Every visual, message, and asset had to speak to a high-level policymaking audience while remaining inclusive and regionally grounded.

We prioritized clarity over complexity-ensuring the brand communicates not just facts, but impact. We also saw the value of narrative cohesion across entities like Buna and ATFP-each with its own audience, but united under a shared regional purpose.

Brand Implementation Learnings

• A unified identity system drives stronger cross-entity alignment and credibility-reducing fragmentation across communications.


• Investing in internal engagement-from ambassadors to training-ensures real adoption and daily application of the brand values.


• Consistent tone and visual clarity in multilingual communications (Arabic/English) reinforces trust across diverse government and financial audiences.

Clear strategy, flexible systems, and culturally intelligent execution are essential when transforming an institution like AMF. This experience reinforced how critical it is to balance regional nuances with global-standard brand systems-especially in a multilateral, multi-stakeholder context.