Tasaheel Rebrand
Full visual and verbal rebrand of one of Iraq's largest microfinance institutions.
The challenge
Tasaheel had grown faster than its identity. The old logo, name treatment, and tone of voice still read like a 2015 startup — not the regional player it had become. The brand needed to grow up without losing the warmth that earned its first hundred thousand customers.
The approach
We rebuilt the identity from a single principle: financial dignity. New wordmark, new colour system that performs in print, signage, and dark mode equally. A tone of voice that respects customers as adults, in both Arabic and English. Every touchpoint — branches, app, contracts, social — rolled out under one playbook.
The outcome
Forty-two branches rebranded inside the quarter. Customer brand recall up 38% in tracking. App store rating climbed from 3.9 to 4.6. Onboarding time inside branches dropped 45% because the new forms made sense.
Takamul ran our rebrand with a level of strategic care I haven't seen from any agency in the region.
More work
Baghdad Design Week
Curated and produced the inaugural design week — 12 venues, 40 designers, 20k visitors.
Ramadan 2025 Campaign
An integrated TV, OOH, and social campaign that reached 8M Iraqis.
Iraq Startup Summit
A two-day conference convening 60+ founders, investors, and policymakers in Baghdad.
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