Case Study
Al Rajhi Bank
The Opportunity
As one of Saudi Arabia’s largest financial institutions, Al Rajhi Bank recognized that its branch network no longer reflected the seamless, globally benchmarked customer experience it aspired to deliver. The bank saw an opportunity to unify all channels, modernize its service model, and redefine what everyday banking could look like for customers across the Kingdom. Principle was engaged to conduct a ground up review of best practices, locally, regionally, and internationally, to shape a customer journey worthy of the nation’s leading bank.
The Solution
Principle developed a comprehensive, insight driven strategy built on extensive research, including customer focus groups, market analysis, and interviews with management, staff, and non customers. From this, we created a flexible, modular design system adaptable across the entire branch network. Our work spanned strategy, concept design, interior and exterior architecture, and full civil and MEP drawings for the first flagship branch at Al Ghadeer in Riyadh.
The strategic model introduced three new branch formats: Flagship, Full Service, and Express, alongside a new drive through ATM experience, all designed to support the bank’s evolving service model and future focused digital ambitions.
Our Impact
The first flagship branch launched to universal acclaim from both customers and the business. It became the first banking environment in the Kingdom to deliver a truly future ready, mass market customer experience, setting a new national benchmark and reinforcing Al Rajhi Bank’s position as Saudi Arabia’s leading bank.
