With Mala’a, you get total control over your expenses, access the best interest rates, budget smartly, and invest profitably. For them, we’ve created a metaphor of blooming flowers that show how your financial well-being grows with Mala’a.
Financial prosperity is a delicate and systematic process. It's like caring for a fragile flower that requires specific morphology, light, and climate. Just like the nurturing process, Mala'a analyses the consumers’ financial behavior with engineering precision and knows precisely how to grow their financial habits.
Elaborating on brand concept, we designed patterns corresponding to each of Mala’a products. The Investments' graphics builds from narrow to broad, as firstly you need to invest a little to get more after. For customized conditions of Credit Scoring, the pattern is flexible. PFM’s lines are in the shape of a sprouting seed that conveys the metaphor of growth.
Brandbook is what keeps everything in line. To create a coherent throughline in Mala’a brand identity, we’ve created the guidelines on how the color scheme and 3D grapics should be used on the website.
The website shows financial well-being while not speaking directly about that. The thing is that Saudi Arabian people don’t praise wealth. That’s why we stick to the metaphor of blooming flowers to showcase the brand at its best.
Mala’a enhances the financial literacy of its users, thus its name means “solvency” in Arabic. We’ve developed both the Library and News pages to educate Mala’a audience.
The website needed to be understandable for both domestic and international audiences. For that, we’ve always worked in sync with Mala’a to work on both English and Arabic texts.
For the accents in the typography, we highlight keywords in the copywriting that help to reveal the Growing Up concept. It is important to observe the size of the space between the accent and the main TWK Lausanne font — it should be equal to the indentation in the main text.
Each Mala'a product has its palette. The direction of the gradient is 45 degrees from cool to warm and from dark to light, conveying the concept of growth and change in lifestyle and well-being of Mala'a users.
We’ve developed a universal gradient-colored icon pack that Mala’a uses on both the website and their app.