BOLDER BANKING

Saudi Arabia's youth represent a powerful demographic, eager to embrace a modern future. Alinma bank recognised the need to connect with this audience, but traditional banking felt out of step with their aspirations. The challenge? To create a new digital banking experience that empowers the Saudi young generation's evolving needs and values.

FINANCIAL FREEDOM

Not just transactional, but transformational. The brand needed to be everything traditional banking wasn't: educational, welcoming, friendly, and fun. It needed to feel like a partner, not a provider, guiding young Saudis through every stage of their financial journey.

BEHIND iz  

Landor conceived the name ‘iz’, capturing the spirit of the Saudi youth, and in line with Vision 2030. Meaning pride or glory in Arabic, the word is taken from a famous quote by HRH Mohammed Bin Salman, expressing his faith in Saudi’s young generation. This, alongside the powerful positioning, "To the rhythm of the youth," captured the brand's promise to evolve alongside its users, reflecting their changing needs and aspirations.

BREAKING BANKING

And design pushed this further, creating a visual identity that cuts through the cliché in the traditional banking sector. Bright colours, bold imagery, and expressive markings reflect youthful defiance, while a friendly and enthusiastic tone of voice ensures the brand feels approachable and relatable. The brand was designed to live on its own while being lightly endorsed by the parent brand, Alinma, to assure users and create trust. 

The app addresses the changing needs of the audience, with financial goalsetting, shareable content, and gamified features to bring playfulness back into banking.

STRIKING THE RIGHT CHORD

Navigating the cultural nuances of Saudi Arabia was crucial. The visual identity was designed to reflect the Saudi youth’s eagerness to live life (and bank) on their own terms, but without disrespecting their own Saudi-ness. Landor diligently found the balance between an attitude of playful defiance and Saudi’s traditional values.

MUSIC TO OUR EARS

iz has struck a chord with young Saudis, earning over 32.1 million impressions across social media platforms, 18,000 registrations on the waiting list, and a total of 29,000 downloads and installations across both, the iOS and Android platforms.
        On X, iz had over 5 million views on their takeover day, with over 23,000 click-throughs when the Hashfetti was triggered. On TikTok, iz received 198 million impressions on their video.
        This is an example of how Landor is able to navigate cultural complexity in this rapidly changing part of the world. By striking the right cultural balance in projects such as iz, not only does Landor help clients reflect the cultural zeitgeist in the previously closed-off Saudi society, but also plays a small role in defining a way forward for Saudi culture.

 “Working with Landor felt like a true partnership. They didn’t just deliver ideas – they tested them, refined them, and involved us every step of the way. Even during implementation, their team stayed engaged to ensure everything was perfect. We are very happy with the result, and iz is already making a big impact with our young audience.” – Mohammed Al Muwannas, General Manager, Marketing & Corporate Communications at Alinma.

Transform Diamond Awards 2025 / Diamond / Best Visual Identity from the Financial Services Sector

Transform Awards MEA 2024
Gold / Best Visual Identity from the Financial Services Sector
Silver / Best Use of a Visual Property
Silver / Best Creative Strategy (Consumer)
Silver / Best Strategic or Creative Development of a New Brand
Bronze / Best Naming Strategy (New Name)