MyFatoorah

About the Client

MyFatoorah is an established regional payments company serving businesses with payment gateways, invoicing, subscriptions, e-commerce integrations and merchant tools across eight Middle Eastern markets.

The Challenge

The technology and product capability were stronger than the brand experience around them. MyFatoorah needed a complete rebrand that could compete with more contemporary payment brands, work consistently across multiple markets and give the company a clearer role in the growth of its merchants.

Repositioning the Brand

Minto’s strategy moved MyFatoorah beyond the language of “just a payment gateway” toward a broader role as a partner in business growth. Research included stakeholder and customer feedback, competitive review and a reassessment of the brand’s positioning, promise and communication system.

A New Identity System

The logo was redesigned from the ground up and supported by a new color, typography, graphic and digital system. The objective was to balance technology and payment credibility with a more approachable expression for SMEs and growing businesses.

Digital Product Experience

The rebrand extended into the merchant dashboard and app, where Minto led the concept, interface direction and branded design system in collaboration with the in-house team. The result connected the customer-facing identity with the product merchants use every day.

Regional Launch & Brand Activation

The new brand was launched digitally across eight markets and supported through campaigns, online brand awareness, photography, leadership PR and activation of MyFatoorah’s existing Al Shabab FC sponsorship.

The Outcome

The transformation created a more consistent regional brand, changed how the business presented itself in market and supported a stronger growth-led commercial narrative.