ABOUT

Concept
Weyay was conceived as Kuwait’s first fully digital bank, designed to attract a younger, mobile-first audience while operating within a highly regulated financial environment. The challenge was to create a brand and product experience that felt bold, culturally relevant, and emotionally engaging, without compromising trust, clarity, or regulatory credibility. The concept centred on building a modern financial brand from the ground up, where brand, product, motion, and communications were designed as one coherent system rather than separate layers.

Execution
As Design Director, I led the evolution of Weyay’s visual identity and design system across brand, product, campaigns, and motion. This included hands-on design work alongside senior oversight, shaping core visual principles, interface patterns, illustration style, motion language, and launch assets. I worked closely with product, UX, technology, and client teams to ensure the brand translated seamlessly into the app experience, marketing communications, and launch activity. The system was designed to scale, allowing Weyay to move quickly while maintaining consistency and quality across touchpoints.

Results
Weyay launched as the number one finance app on iOS and Android in Kuwait, quickly establishing itself as a distinctive and culturally resonant digital bank. The brand achieved significant awareness and engagement, including over 150 million TikTok views, and reached approximately 20 percent of its target market within its first year. The work was recognised internationally, winning Dubai Lynx Gold for Digital Mobile Product and Silver for Brand Identity Creation and Refresh, and set a strong foundation for Weyay’s continued growth.