Wahed Invest is the world’s first automated Islamic investment platform. The fintech serves over 200,000 clients in 130 countries and has empowered a new generation of Muslims to start investing in-line with their faith.
Designed at Creative Business Company
Strategy
Muslims in the West are not a monolithic mass. An incredibly diverse group both ethnically and religiously. We knew that a) we couldn’t expect them to invest with us simply because we were the Halal option and b) a more overtly religious positioning would potentially turn off certain groups of Muslims as well.
To broaden our relevance with all Muslims we decided to make the brand more inclusive for all. This meant a shift in messaging from overtly religious themes to more inclusive ones based on immigrant values. Our approach would help Wahed capture greater share within the highly diverse Muslim community and beyond.
Photography
A reportage photography style steers away from the usual depiction of model minorities, instead showing joyful and tender candid moments that are real and relatable.
Type and colour
A careful selection of typographic styles strike just the right notes of credibility, digital practicality and humanity. A soft and optimistic colour palette deliberately departs from the well-worn hues of legacy finance and investment firms.
