Urpay is a leading fintech company in Saudi Arabia, providing digital financial services such as digital wallets, both local and international transactions, a digital marketplace, and more.

Recognizing the rapid pace of industry evolution, it became essential to update the brand appearance to better align with digital trends and improve user engagement. The goal was to enhance the brand identity to be more digital-first, user-friendly, and vibrant while maintaining the familiar elements that audiences recognize.

The branding initiative focused on refining the brand identity appearance, testing and applying these changes across key touchpoints such as the mobile application, bank cards, out-of-home (OOH) advertising, and digital platforms. This approach aimed to strengthen the brand identity consistently across all communication channels and throughout the entire customer journey.

We refined the logo icon to a better geometric precision and visual appeal, which increased its functionality and aesthetic quality. The logotype was redesigned to be simpler and bolder, improving legibility and achieving a more balanced brand logo.

Further, we introduced a new comprehensive visual system that complements the refreshed logo. This system features a new, user-friendly illustration style, consistent iconography, versatile visual elements, and enriched color palette grades. These changes were tailored to integrate seamlessly, fostering a more adaptable and engaging brand presence.