Client
Alinma Pay, the digital wallet brand under Alinma Bank, supports Saudi Arabia’s Financial Sector Development Program and Vision 2030. It provides individuals and businesses with digital financial services that are fast, reliable, and easy to use.
Objective The task was to create a brand identity that connects the credibility of Alinma Bank with the expectations of a digital-first market. The identity needed to highlight trust, clarity, and accessibility while showing the variety of services available through Alinma Pay.
Solution
The design system is based on panels that recall digital devices and payment cards. Their overlapping forms express interaction, transparency, and choice. Gradients and outlines add depth and variation, while layouts keep the focus on usability and consistency.
The chosen color palette, called the digital oasis, combines shades that suggest security with tones that suggest progress. A light neutral gray creates space around these colors, giving the identity balance and clarity.
Photography places people at the center, showing everyday situations such as shopping, travel, and social interaction. Settings are simple, with neutral backgrounds and natural light, so the subject remains clear and direct.
This approach created a brand identity that is practical, recognizable, and aligned with Alinma Pay’s role in the financial sector.
