Wimpay

Challenge

Wimpay had established itself as Algeria's first mobile payment solution — but its identity was built for businesses, not people. As the platform expanded 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.

Strategy

Rather than compromise between two audiences, we built a brand with a dual personality. For users: bold neon orange, vibrant dynamic patterns and an informal tone of voice that made financial inclusion feel exciting. For merchants: deep green, clean structured patterns and a visual language that reinforced reliability. One coherent system, two distinct expressions.

Outcome

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