Branding

Ta7wila

Doha, Qatar · 2025

Overview

A bold, motion-first identity for a digital payments and transfers service. The mark fuses an arrow into the Latin letter T — a single symbol that says both 'Ta7wila' and 'send it now' at a glance. Built to feel fast on a glowing screen and unmistakable on a black plastic card.

The Challenge

Stand out in a fintech category where every wallet uses the same blue-and-white safety palette — and earn the kind of confidence people only give an app they trust with their money.

Our Approach

We led with an electric-mint signature anchored by deep carbon, paired with Qatar2022's geometric weight. The arrow mark scales from a four-pixel app badge to a wall-sized pattern without losing energy.

The Outcome

A self-contained identity kit — logo, palette, typography, pattern, social templates, and physical applications — that lets Ta7wila look like itself across every surface a user might meet it on.

Concept

Two ideas merge into one mark: the Latin letter T (for Ta7wila) and an upward-right arrow (for transfer, motion, completion). The arrow's head finishes the letter's top stroke, so the brand never has to choose between symbol and name — they're the same shape.

Logo in motion

The static mark is only half the system — the brand was designed motion-first. The animation breaks the logo into its two ideas and recomposes them in front of you, so the arrow visibly slides into place to complete the T. Loops forever, no controls.

Color palette

A two-color signature built for screens first. Electric Mint pops against any background and survives compression on social. Deep Teal grounds gradients. Carbon black holds the entire system together — the app stays mostly dark so the mint never has to fight for attention.

Electric Mint

#24FFE4

Deep Teal

#24AA97

Carbon

#0E0E0E

Typography

Qatar2022

Qatar2022 carries the entire system — a geometric display family that holds its character across Arabic and Latin at any weight. Heavy is reserved for hero moments; Bold handles every other piece of copy.

Qatar2022 Heavy

AaBbCc 123

Qatar2022 Bold

AaBbCc 123

Logo system

The lockup is locked into two backgrounds: a teal field for hero placements where the mark reads as the brand itself, and a deep black field for product surfaces where the mint pops. Both keep the same wordmark beneath the symbol.

Brand in the wild

Social templates lean into a single visual recipe — the mark, a sliver of pattern, a tight headline in Qatar2022. The arrow pattern works as a standalone background or sliced into thirds as a textural accent.

Mockups

The identity lives across a mug, a contactless payment card, a phone splash, and a host of supplementary surfaces. The system holds up just as well on a 50mm app icon as it does printed at full poster size.