Arab Financial Services (AFS)
Brand evolution and digital presence for the payments provider
Positioning · Brand system and visual identity · Website UI/UX · Web development · Go-to-market communication
Arab Financial Services is a digital payments provider and fintech enabler serving banks and businesses across the Middle East and Africa. The brief was to evolve an established brand for its next stage of growth, bringing greater clarity to its positioning and offer while retaining the trust built with banks, merchants and partners across the region.
We brought positioning and a new brand system together, then carried that direction through website UI/UX and web development. The work created a consistent way to present AFS's payment products, services and capabilities, connecting the brand's visual identity with how customers explore and understand its offer online.
We also supported go-to-market communication, helping the team introduce the evolved brand with a shared visual and verbal direction. The rollout connected positioning, identity and the website in a coherent presence across digital touchpoints.
Company milestone, for context only: Latest raise $50.0M. AFS announced a US$50 million capital injection on 22 October 2024, approved by its shareholders. This is a capital raise, not a company valuation or a result attributed to the brand engagement. Checked 5 October 2026.
Sector market context, not client revenue: MENA fintech market, 2031 forecast, ₹110K Cr. Mordor Intelligence, MENA Fintech Market: US$5.65B in 2025, US$6.35B estimated in 2026 and US$11.46B projected in 2031. Broad regional fintech category, not AFS revenue or payment transaction volume. Published values only; connecting marks are not annual observations. Company context: https://afs.com.bh/en/about. Checked 5 October 2026. INR display uses a fixed approximate ₹96 per US$; this is not a historical exchange rate or a currency forecast. K Cr means thousand crore.