Description

Problem, Task:
IMAN is a fintech company from Uzbekistan operating on the principles of Islamic finance. Since 2019, it has been developing the local Islamic finance market. In spring 2025, the company launched IMANUM — an ecosystem of ethical financial products. Ahead of the launch, IMAN tasked our branding bureau with refreshing its concept: moving away from its previous conservative positioning and building a more technological image that unites ethics, innovation, and local cultural context into a single system. 

Solution:
We developed not just an identity but a modular visual system — a framework enabling IMAN to adapt the brand across different products and situations. The core of the concept was the metaphor of the five states of the sun throughout the day, resonating with the company’s philosophy, values, and product structure. Each product was visually connected to a particular time of day: for example, payment services were associated with dawn — light and fast, like the first rays of the sun, while investment solutions were linked to evening, a time for reflection and strategy.

The color palette was built around gradations of light — from the soft glow of morning to the golden shadows of sunset. Light became not only an aesthetic but also a functional element, acting as a system of navigation within the brand. An additional layer came from an architectural metaphor: arches, passages, and distinctive features of Uzbek urban spaces appeared in the logo and graphic system. This added depth, reinforced local identity, and underlined the brand’s mission — to become a guide into the world of ethical finance.

Results:
The outcome was a strategic and visual system that evolves alongside the brand. It gives IMAN the ability to scale both visually and conceptually, maintaining consistency even with limited resources. The concept serves not only an aesthetic purpose but also communicates the company’s philosophy, strengthening its values and enabling them to grow in new formats. Within the first four months after launch, the financial ecosystem built on this concept attracted over 300,000 users, facilitated more than 40,000 transactions, and secured over $5 million in investments.

Credits

Design team:
Creative Director — Ivan Vasin
Senior Strategist — Viktoria Ratnikova
Senior Designer — Ksenia Polezhaeva
Junior Designer — Polina Klueva
Project Manager — Lera Ivanova

Content team:
Design — Polina Klueva, Ksyusha Polezhaeva, Anya Mordvinova
Motion Design — Anya Chekushkina, Anton Gremyakov, Alina Ivanova
Content Director — Vasily Kolesnik
Senior Producer — Katya Shcherbakova
PR Lead — Daria Vedernikova