Jaibee

Jaibee had one single goal in mind: to bring fintech to low-income Saudi residents. As such, the design brief was also very clear: take the fear out of dealing with your bank and inspire customers to make the most out of what little money they had.

As a result, the branding work had to excite, inspire, relax and bring the many different urban and rural realities of Saudi Arabia under one single visual, verbal and experiential ideneity.

'Jaibee' translates to 'In my pocket' and that familiar sense towards the brand was the main inspiration for the work. A mix of serifed, non-serifed and pixelated fonts, a digital-age color palette, and fun illustrations that depicted the before and after onboarding Jaibee punctuated a brand identity that covered all elements of the bank including its app's UI.

In the end, Jaibee became the first fully digital bank to be launched in Saudi Arabia.