Reframing a MENA fintech pioneer for a digital first era.

AFS (Arab Financial Services) has powered payments across the Middle East since 1984, serving institutions ranging from Gulf central banks to emerging neobanks. While the infrastructure had evolved, the brand still reflected an era of paper statements rather than API rails. AFS asked Lazy Eight to modernise the identity while preserving four decades of institutional trust.

We led a ground up transformation. Strategy sessions clarified a core promise of region wide scale paired with startup level agility. The identity system balances those forces. Bilingual wordmarks, circuitry inspired line work and a kinetic blue emerald palette create a visual language that feels stable yet progressive. The system unifies investor materials, branch environments and digital communication across markets.

Print and presentation ecosystems were rebuilt for both credibility and speed. Modular brochures, data rich factsheets and board ready decks now operate seamlessly across English, Arabic and Farsi. Digitally, a headless multilingual platform guides users through products, regional metrics and API documentation with the polish expected of a global fintech partner.

Today AFS presents as more than a payments utility. It reads as a platform shaping the future of digital money across the MENA region. For Lazy Eight, the work demonstrated how our approach scales to enterprise complexity, multiple scripts and markets that move fast.