Reframing a MENA fintech pioneer for a digital-first era.

Arab Financial Services has quietly powered Middle-East payments since 1984, serving everyone from Gulf central banks to emerging neobanks. Yet its brand still spoke the language of paper statements, not API rails. AFS asked Lazy Eight to keep 40 years of trust intact while signalling innovation to the next wave of fintech partners.

We ran a ground-up overhaul. Strategy sessions clarified the promise—region-wide scale with start-up agility—then we built an identity that feels as stable as a banknote and as light as a tap-to-pay. Bilingual wordmarks, circuitry-inspired line work and a kinetic blue-emerald palette now tie investor decks, branch signage and LinkedIn posts into one system.

Print ecosystems were rebuilt for credibility and speed: modular brochures, data-rich factsheets and board-ready pitch decks in English, Arabic and Farsi. Online, a headless, tri-lingual site guides visitors through products, regional stats and API docs with the polish of a global fintech.

The result positions AFS as more than a payments utility—now it reads as the platform partner shaping MENA’s digital-money infrastructure. For Lazy Eight, the project proved our playbook can scale to enterprise complexity, multiple scripts and a market that moves at Gulf speed.