1The Aalam Alarab Installment and Leasing Company was established in late 2011 as an Islamic Finance company with a capital of 100Mn Riyals. With another 100Mn injected for 2014, a new team on board and a renewed vision to be a foremost tech financing firm in KSA—the brand needed a revamp. Al Tayyar Group went to the market and had undergone a rigorous pitch process. Pink Entropy won the pitch and gave birth to the new brand, Al Raedah Finance.
The brand execution needed to represent growth and change. It also needed to respect the long-standing traditions that are deeply rooted in the way the Saudis conduct trade. It was clear through research conducted that the new brand had to embrace the old and the new. It had to cater to the old merchants of trade and the new breed of Saudis that champion innovation.
Pink Entropy used a mnemonic device that signifies growth, a network, and the nurturing, hand-holding alliances reminiscent of the old merchants. It used a color palette that signifies trust. The typography too had to exhale that premium mix of tradition and technology. Al Raedah Finance with its new identity is now currently rolling out its plans and ambition to be the pioneering force of SME financing and growth in KSA.
Brand Origination | Brand Name | Logo and Identity | Literature Suite | Corporate Collaterals | Brand Guide