Lime App

Categories

Brand Strategy, Design Identity

Client

FAB Misr

Project

Lime

Services

Financial, FinTech

Year

2024

FAB Group was entering Egypt's fintech space with a bold ambition: to become the country’s largest education finance platform. The challenge wasn't the product. It was building a brand that could make complex financial decisions feel accessible, clear, and human. 

FAB Group was entering Egypt's fintech space with a bold ambition: to become the country’s largest education finance platform. The challenge wasn't the product. It was building a brand that could make complex financial decisions feel accessible, clear, and human. 

The name carries freshness and simplicity; the identity carries a clarity and humanity to a digitally native audience that expects more from financial services than jargon and fine print. 

The name carries freshness and simplicity; the identity carries a clarity and humanity to a digitally native audience that expects more from financial services than jargon and fine print. 

Everything was designed to strip away the anxiety that comes with big financial commitments and replace it with clarity and confidence. 

Everything was designed to strip away the anxiety that comes with big financial commitments and replace it with clarity and confidence. 

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