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Kaoun is a FinTech/RegTech company that builds reliable infrastructure for payments and credits in Tunisia. Kaoun’s mission is to enable all individuals and businesses to access financial and government services using any phone, anywhere, anytime. Kaoun created an array of digital products that connect users to financial and government services, through their mobile devices.
To communicate its offerings, its market value, and its messages to consumers, the company needed a design language that is based on a plethora of elements, namely icons, typefaces, and illustrations.
I explored a multitude of styles ranging from lineal to flat, unicolor to colored, outlined to flat.
Exploring different icon styles to produce a design language that complements established brand assets
Having to connect with the Tunisian consumer base, I opted for a colored styling. In addition, I opted for an outlined layer on top of the colored fill in order to emphasize and underscore the weight of the icons in any means of communication (e.g. presentation, poster, website landing page). Besides, showcasing symbolic design elements and consistent design language throughout the series of icons is instrumental. This is expounded by the focus on creating relatable symbols such as the Tunisian National ID, the official documents containing the "coat of arms" - republic of Tunisia - symbol, and the bank icon having a Tunisian Dinar symbol.
Tunisian ID illustrated
Tunisian currency illustrated
An extract of the lineal filled icons
The icon style (lineal filled) led to the development of different illustrations that showcase Tunisian elements (given their scarcity).
These elements led to a design language that is communicative with Tunisian users on all digital interfaces (marketing, product, etc).
