Brand Identity
Saqr — Fintech Brand Identity
Complete visual identity for a Saudi fintech startup — logo, typography system, UI kit, and launch campaign assets.
- Year: 2024
- Duration: 8 weeks
- Client: Fintech Startup
- Outcome: Launched Series A raise
Technologies: Brand Strategy, Figma, Motion Design, Print
The Challenge
A fintech startup preparing for Series A needed a brand that could communicate both trust (essential in finance) and innovation (essential for tech investors). The name "Saqr" (falcon) was chosen — we needed to build a complete visual system around it in 8 weeks, investor pitch included.
Our Approach
- Positioning & Tone — Two workshops with the founding team to define brand personality on four axes: trust vs. agility, traditional vs. modern, Arabic vs. global. This became the filter for every design decision.
- Logo System — Explored 24 logo directions in two weeks. The final mark is a geometric falcon silhouette that works as an icon, a watermark, and an animated splash — three uses, one shape.
- Full Identity Rollout — Translated the mark into a full system — motion guidelines, typography pairing, color tokens, dark and light modes, a UI component kit, and a 40-page brand book for the investor deck.
Core Features
- Geometric Logo Mark — A single shape that works across all sizes from 16px favicon to billboard. Includes animated variant for digital touchpoints.
- Bilingual Typography — Custom Arabic/Latin pairing with optical sizing, weight scales, and display/body/caption hierarchy for both scripts.
- Motion Identity — Logo animation, transition easing guidelines, and micro-interaction principles defined for product and marketing teams.
- Brand Book — 40-page brand guidelines covering identity usage, color palette, photography style, tone of voice, and application examples.