Nur

IMAN is a fintech company from Uzbekistan that operates on the principles of Islamic finance. Since 2019, it has been developing a market for ethical financial solutions. At the start, the brand in its visual and communication presentation was perceived as a conservative service “only for Muslims”. Such positioning limited the company's ability to enter new segments and international markets. Also, the previous color scheme of the brand identity consisted of two shades of green, which complicated the creation of the visual.

Проблема

IMAN is a fintech company from Uzbekistan operating on the principles of Islamic finance. Since 2019, it has been developing the local Islamic finance market. In the spring of 2025, the company launched the IMANUM application - an ecosystem of ethical financial products. Before the launch, the brand had the task of updating the concept: moving away from the previous conservative positioning and building a more technological image that combines ethics, innovation and local cultural context into a single system.

Решение

We created not just an identity, but a modular visual system — a constructor that allows IMAN to adapt the brand to different products and situations. The basis of the concept was the metaphor of the five states of the sun during the day, echoing the philosophy and values ​​of the company and the product structure. Each product received a visual connection with a certain time of day: for example, payment products - dawn, light and fast - are associated with the first rays of the sun, and investment solutions - with the evening time for reflection and strategy. The color palette is built around gradations of light - from the soft glow of the morning to the golden shadows of the sunset. Light has become not only an aesthetic, but also a functional element: it works as a navigation system within the brand. An additional layer was an architectural metaphor: arches, passages and characteristic elements of Uzbek cities were reflected in the sign and graphics. This added depth, strengthened the local identity and emphasized the brand's mission - to become a guide to the world of ethical finance.

Результаты

As a result, a strategic and visual system was created that evolves with the brand. It provides IMAN with the ability to scale both visually and conceptually, maintaining integrity even with limited resources. The concept performs not only an aesthetic function, but also conveys the company's philosophy, reinforcing its values ​​​​and helping to develop them in new formats. The financial ecosystem created on the basis of this concept was used by more than 300,000 users in the first 4 months, making over 40,000 transactions and attracting investments of more than $ 5 million.