Mala’a is an ecosystem of financial products: personal finance management, credit scoring, and investments. Each product developed by Mala’a helps its customers grow their financial well-being.

To create a visual style for Mala’a, Embacy used a flower as a metaphor. Financial prosperity is a delicate process that requires a systematic approach. Personal finance management is like a vulnerable young plant that should be treated with special attention and great care. Just like taking care of a plant, Mala’a Tech analyzes customers’ financial behavior and helps them to make the right decisions. Every person can grow their own flower of prosperity, and the Mala’a application can help them.

The style can be described as smooth and gentle. It is built on the image of blooming flowers, that represent the facilitation of good habits. The style has references to biomorphism, an art movement for which abstract elements are reminiscent of nature and organisms which are represented in shapes and/or patterns in life.

Embacy has created a brand identity that covers all three Mala’a sub-brands. For each product, it has developed different color palettes, 3D models and graphic elements. Colors are divided into groups depending on usage. The direction of the gradient is 45 degrees from cool to warm and from dark to light, thus conveying the concept of growth and change in the lifestyle and well-being of Mala’a Tech customers.

The style in typography reflects the combination of the brand’s profound philosophy and its mission, which is to increase financial awareness among the young population and enhance financial literacy. We highlight important words with a serif Wulkan Display font, which. Combined with TWK Lausanne, it gives the right blend of wisdom and progressiveness.