Wimpay

Brand Identity for Algeria's first mobile payment solution.

Wimpay had established itself as Algeria's first mobile payment solution but its identity was built for businesses, not people. As the platform expanded its ambition to become a B2B2C solution, it faced a dual challenge: attracting a younger generation of users who had never engaged with digital payments, while continuing to reassure the merchants and financial institutions already trusting the platform. One brand. Two very different audiences.

Rather than compromise between the two audiences, we built a brand with a dual personality each expression rooted in the same identity but calibrated for a different relationship. For users, we led with energy and accessibility: bold neon orange, vibrant dynamic patterns and an informal tone of voice that made financial inclusion feel exciting rather than institutional. For merchants, we grounded the brand in authority and trust: deep green, clean structured patterns and a more considered visual language that reinforced reliability. The result was a brand system flexible enough to speak to both worlds without losing coherence.

Wimpay launched to national recognition winning Best Visual Identity 2024 and anchoring its market entry with a major launch event. The app was endorsed by over 10 national banks, including Algeria's largest financial institutions, cementing Wimpay's position as the defining mobile payment platform of a new generation.

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