▪ Brand Identity Development
Sarafy
A lightning 'S' in blue-to-violet, a digital wallet for money that moves at the speed of a tap.
- Date
- Feb 2023
- Client
- Naif Al Zahrani (Al Khobar, KSA)
- Discipline
- Fintech, Digital Wallet
- Sector
- Fintech
About the project, our role, our approach
The introduction
Sarafy is a fintech digital wallet. Its mark, a lightning-bolt 'S' split blue and violet over a squared wordmark, signals speed, security and modern finance.
Mohammed Vaseeuddin was asked to build a confident, trustworthy fintech identity for app, web and growth.
Refine the mark
Sharpen the lightning-S symbol and the squared wordmark.
Set the language
Define a secure, modern fintech visual language.
Find the voice
Establish a confident, clear product voice.
Ready the system
Set colour and type for app, web and growth.
- 01Discovery: understand the wallet, its users and the trust bar in fintech.
- 02Essence: frame Sarafy around fast, safe money.
- 03System: mark behaviour, a UI-ready palette and type, and product templates.
History and heritage
Brand origin story
Sarafy takes its name from the Arabic 'sarraf', the trusted money-changer who has moved value for people for centuries. The brand brings that role into the phone: a wallet where money moves instantly and safely.
The lightning-bolt 'S' captures the speed; the blue-to-violet gradient signals both the trust of finance and the energy of something new.
Mission, vision, promise, essence statement
Vision and mission
Mission, what we do today
To let people send, hold and spend money instantly, safely and simply.
Vision, future aspiration
To be the everyday wallet people trust with money in motion.
Brand promise
Your money, moved in a tap, fast and secure.
Brand essence statement
Sarafy is the modern money-changer, value that moves at the speed of a tap.
The principles that guide Sarafy
Core values
Speed
Money that moves instantly.
Security
Trust engineered into every transfer.
Simplicity
Powerful finance, made effortless.
Trust
The money-changer's oldest currency.
Meaning, culture, interpretation
Brand essence
Name and symbol
'Sarafy', from the trusted money-changer ('sarraf'); the lightning 'S' signals instant movement.
Cultural resonance
The money-changer is a deeply trusted figure across the region; the brand modernises that trust.
Emotional recipe
Confidence, control and the ease of money that just works.
Interpretation for the brand
Hold the lightning mark and the blue-violet gradient; keep product surfaces clean, secure-feeling and fast.
Archetype, personality, tone of voice
Brand archetype
Confident, clear and modern. Sarafy speaks like a fintech that respects your money: precise, reassuring and refreshingly jargon-free.
- Primary, Magician
- Secondary, Ruler
- Fast
- Secure
- Confident
- Clear
- Modern
Logo, typography, colour, mood
Visual identity
Sleek app screens, motion trails and lightning, secure-glass surfaces, blue-to-violet gradients and crisp data. Fast, secure and unmistakably modern finance.
A geometric, technical sans matching the squared wordmark, for headings and product chrome.
A clean interface sans for body copy, figures and dense UI.
- Lightning-S
- Blue to violet
- Motion trails
- App screens
- Secure glass
- Tap-speed
First applications and handover
Business stationery
- 01App and web masthead: mark lockups, app icon and favicon.
- 02Letterhead: mark with company contact block.
- 03Business card: gradient mark-forward card.
- 04Card and wallet collateral: virtual and physical card design.
- 05Email signature: compact mark and links.
- 06Social and growth: feature and referral templates.
Clear space, minimum size, misuse
Logo usage
The mark, and how to protect it. Give it room, hold its proportions, and keep it on-system across every surface.
In their words
In fintech, trust is everything. The identity created for Sarafy communicated security, modernity, and ease of use from day one, helping us acquire users in a highly competitive digital landscape.
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The struggle
Launching a digital wallet meant overcoming the ultimate hurdle: consumer trust. Our visual identity needed to instantly convince users that their money was secure while feeling modern and frictionless.
The evaluation
We required a brand system that perfectly balanced institutional authority with tech-forward accessibility.
The execution
The design process was deeply strategic, focusing on the psychology of financial security. Every visual touchpoint was crafted to communicate reliability and ease of use.
The result
We launched with a brand that instantly projected credibility. The identity played a crucial role in lowering our user acquisition costs and accelerating adoption in a fiercely competitive fintech landscape.