ROARK was commissioned by Nima Abu Wardeh of Cashy.me and the BBC to help design a new brand voice for an annual week long event called UAE Saves Week. UAE Saves Week focuses on opening avenues of conversation revolving around personal financial habits in the United Arab Emirates.
The messaging campaign ran online across Yahoo! sites as well as on the homepage of Cashy.me for the duration of the event. It also was used on major Emirates banks’ ATM home screens to induce a moment of financial reflexion when customers went to retrieve cash.
For insight into ROARK’s point of view on the subject, you can read the interview here.
Serving as the main information portal for the event, the Cashy.me UAE Saves Week feature page has a series of graphic slider images in its header that serve to highlight and summarize daily financial suggestions on any given day of this week long event. ROARK was initially commissioned to recreate the messaging from the 2012 event.
The list of deliverables consisted of 7 slider images for each individual day of the week as well as 1 additional slider to be used as a general overview of the week.
After discussing the overall long term vision for the event and analyzing the content created in 2012, ROARK suggested an alternate approach to the visual messaging for 2013.
The concept behind the new language used in the sliders is focused on creating a moment of financial reflexion regardless of a specific monetary denomination or currency. The messaging needed to apply to anyone who came across the sliders. In addition to the website, the slider images were to appear on ATM screens throughout the UAE.
ROARK helped craft a new visual language for Cashy.me’s messaging by studying linen paper and the textural ornamentation found on multiple currencies around the world. A slab serif typeface reminiscent of the lettering found on paper bills was selected to present the messaging in a solid grounded voice. The incorporation of color schemes commonly associated with paper currency added an additional layer of visual relationship.
The most unexpected moment of this project came about when it came time to spell check the arabic version of the sliders. It had never really crossed anyone’s mind, just how difficult it is to properly typeset and go through final quality control when you have no idea what you’re looking at. Many thanks to Nima for patiently copying and pasting the exact symbols for us. After completing this assignment, we have a newfound love and appreciation for the written letterforms of Arabic.
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