Brand direction · Visual identity · Brand applications

Qi Hawala.

A sub-brand within the Qi ecosystem.

A clear, approachable identity for digital money transfers in Iraq, connecting Qi’s familiar identity with the simplicity of an everyday digital service.

Brand identity proposal

Sector: Financial services
Project type: Brand identity proposal
Scope: Brand direction · Visual identity · Brand applications

Qi Hawala · The identity in a digital setting

01 / The challenge

Confidence
at every step.

The brief called for an identity that would feel familiar to Qi users while giving Hawala a distinct presence. For individuals and business owners, the communication needed to make money transfers feel clear, accessible and easy to understand.

How can a money transfer brand express confidence and simplicity across languages and everyday interactions?

02 / The idea

Familiar trust.
Clear direction.

The identity carries the Qi mark into a bilingual system, pairing clear Arabic lettering with italic English type that suggests movement. Orange provides a recognisable point of emphasis, supported by white, soft grey and charcoal. The intended character is calm, direct and approachable.

The logo concept · Familiar identity, forward movement

The Qi connection: The corporate Qi mark anchors Hawala within the parent brand’s visual identity.
A sense of movement: Italic English lettering introduces a forward direction, with the final point referencing a destination.
Clarity in two languages: A clear Arabic wordmark sits alongside the English name. IBM Plex Arabic and IBM Plex Sans support the wider typographic system.
A calm, confident character: Trust, simplicity and security guide the proposed brand voice: clear, reassuring and free from unnecessary complexity.

Bilingual identity · One mark across two languages

Brand pattern · Curves and points form a repeatable graphic language

03 / Our role

Connect the thinking
with the details.

We developed the brand direction and visual identity, connecting the positioning with a practical system for digital and physical applications.

Brand direction

Define a calm, direct personality around trust, security and simplicity.

Visual identity

Connect the Qi mark with bilingual lettering, typography, colour, iconography and a repeatable pattern.

Brand applications

Explore the identity across app mockups, event materials, stationery and everyday objects.

04 / The solution

A shared identity.
Across every touchpoint.

IBM Plex Arabic and IBM Plex Sans provide a consistent typographic foundation for both languages. Orange accents, contrasting icons and clear layouts extend the identity from the logo into the proposed digital experience.

The same palette and curved graphic language carry into badges, apparel, a tote bag and stationery. Together, these applications show how Qi Hawala can feel familiar and recognisable across screens and physical materials.