Saudi Arabia's youth represent a powerful demographic, eager to embrace a modern future. Alinma bank recognised the need to connect with this audience, but traditional banking felt out of step with their aspirations.

The challenge? To create a new digital banking experience that empowers the Saudi young generation's evolving needs and values.

The brand needed to be everything traditional banking wasn't: educational, welcoming, friendly, and fun. It needed to feel like a partner, not a provider, guiding young Saudis through every stage of their financial journey.

Behind iz  

The team at Landor conceived the name ‘iz’, capturing the spirit of the Saudi youth, and in line with Vision 2030. Meaning pride or glory in Arabic, the word is taken from a famous quote by HRH Mohammed Bin Salman, expressing his faith in Saudi’s young generation. This, alongside the powerful positioning, "To the rhythm of the youth," captured the brand's promise to evolve alongside its users, reflecting their changing needs and aspirations.

Breaking Banking

We wanted to create a visual identity that cuts through the cliché in the traditional banking sector. Bright colours, bold imagery, and expressive markings reflect youthful defiance, while a friendly and enthusiastic tone of voice ensures the brand feels approachable and relatable. The brand was designed to live on its own while being lightly endorsed by the parent brand, Alinma, to assure users and create trust. The app addresses the changing needs of the audience, with financial goalsetting, shareable content, and gamified features to bring playfulness back into banking.

Cultural Balance

Navigating the cultural nuances of Saudi Arabia was crucial. The visual identity was designed to reflect the Saudi youth’s eagerness to live life (and bank) on their own terms, but without disrespecting their own Saudi-ness. While the inital concept was a lot edgier, we diligently refined and found the balance between an attitude of playful defiance and Saudi’s traditional values.