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Empay

Branding | Communication | Digital | Digital Brand | Finance

A unique mobile payment solution developed within the framework of the Dubai Smart Government initiative, we partnered with Empay during its inception, working with them to create a unique identity that translated across their interface, device applications, partnerships and all consumer touch points.

Empay is a payment aggregator, that aims to centralize payments related to rent, utilities, school fees, etc. An initiative by the Department of Economic Development, the project was the brainchild of the UAE’s first credit bureau Emcredit.

To make the app, friendly and warm while maintaining the impact and gravitas of the brand, the identity culminated both together.

While the primary icon “e” was derived from the name “Empay”, the movement of a swipe and a smile inspired the design language. The colour blue was used to portray the significance of the app.






Besides creating the look and feel of the application’s user interface, we also conceptualized and created the design of the packaging that would box the devices installed with Empay. Marketing collaterals with visual representation of the usage were created. We used vectors and iconography to cut across and effectively communicate with audience at large, irrespective of cultural and linguistic barriers.














We also lay down the do’s and don’ts of the usage of the design language so as to offer any guidelines for future communications.


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