About the Client
Abyan is a Saudi digital investment and robo-advisory platform focused on making investing and saving easier to access and manage through a digital-first experience.
Abyan
Elevating a Saudi Investment Brand for Its Next Stage
Saudi Arabia
Project snapshot
Minto elevated Abyan into a more premium Saudi investment brand through strategy, identity, product architecture and a distinctive 3D digital language.
Scope
Brand Strategy
Rebranding
Brand Identity
Product Architecture
Art Direction
3D Visual System
Digital Applications
Website Direction
The Challenge
Abyan was already an operating brand with a growing customer base, but its identity and product system no longer matched its ambition. Investment, saving and the master brand used fragmented visual codes, while the company wanted a more premium, mature and category-leading presence.
Reframing the Brand
The direction was to elevate Abyan without losing recognition. The brand needed to feel investment-led, data-aware and sophisticated while remaining clearly Saudi and digitally accessible. Global wealthtech benchmarks informed the level of simplicity and product clarity, without turning the brand into a copy of international competitors.
Identity & Product Architecture
Minto redesigned the identity and built a more unified product color system so different services could be distinguished without fragmenting the parent brand. The visual language placed greater emphasis on numbers, investment, savings and the behavior of a multi-product financial platform.
Digital & 3D Language
The system expanded through 3D assets, campaigns, social applications, app animations and web experiences, giving Abyan a more recognizable digital language across product and communication touchpoints.
The Outcome
The rebrand created a more premium and coherent platform for Abyan’s growth, unifying its products under a stronger master brand while giving the system enough flexibility to support new investment, saving and business offerings.
The delivered outcome