To the rhythm of youth.
Alinma, one of the largest and most respected banks in the Middle East tasked Landor to help re-write the rule book in Saudi with the creation of a dedicated youth oriented financial app, or bank if you want to be old school about things.
Inspired by the idea that 'Traditional banking sucks for the youth and is out of tune with the way they think & talk. Gone is the long-term commitments, excruciating T&C’s that nobody reads, fluffy jargon that you need a degree in boring to understand. 'Iz’ cut the clichés and is run by teams that are in-tune with real; lives, culture & attitudes towards money, enabling them to empower it's users to follow their own rhythm in life.
To work with the apps fantastic features, our creative was; youthful, bold, a little bit rebellious, expressive & fun. Everything we did was designed to capture the ever-changing face of Saudi youth culture (well as much as we could and still abide by strict banking regulations).
Bold typography, was paired with short expressive to-the-point messaging, Imagery is taken on-the-fly and embraces the social media style. Illustrations were more like napkin scribbles. To support all this we created a range of redactions, emojis, highlights, underlines & squiggles to deliberately get creative and where required highlight whats wrong with the baking sector.
The end result is a solid yet simple brand with a kit of parts the internal teams can run with, have fun, get creative and continuously evolve things as the app grows.
Awards: ‘iz’ claimed five for Landor at Transform 2024.
Gold - Best Visual Identity from the Financial Services Sector
Silver - Best Use of a Visual Property
Silver - Best Creative Strategy for a Consumer Brand
Silver - Best Strategic or Creative Development of a New Brand
Bronze - Best Naming Strategy.
