AFS (Arab Financial Services) has been a cornerstone of fintech in the MENA region since 1984. With a footprint spanning digital payments, banking platforms, and advisory services, AFS is trusted by central banks, governments, and financial institutions alike. But as the fintech landscape evolved rapidly, the leadership team recognized the need for a transformation—one that would reframe the company’s legacy for a digital-first, globally competitive era.

Lazy Eight was brought in to lead that transformation. This was one of our first large-scale enterprise engagements in the UAE—a full 0>1 overhaul for a legacy brand. We handled everything from brand strategy and repositioning to a complete redesign of the identity system, tone of voice, and digital and print assets. Our goal was to preserve AFS’s hard-won trust while projecting innovation, scale, and clarity.

We touched every surface of the brand—tangible and intangible. From investor decks and brochures to internal collateral, signage, and brand guidelines, we led a full redesign of the print ecosystem. Alongside that, we designed and developed a completely new website experience across multiple languages (English, Arabic, and Farsi), and worked closely with the AFS marketing team on go-to-market planning, launch content, and rollout visuals.

AFS now stands as a modern financial technology leader for the region. The rebrand positioned AFS not just as a reliable partner in payments, but as an innovator actively shaping the digital financial infrastructure of the future. For Lazy Eight, this was a milestone engagement—proving our ability to lead complex, enterprise-level transformations in MENA and deliver world-class results across language, scale, and region.