Mohamed Karrouch approached us with a bold vision: to redefine financial services for the Muslim community in the Netherlands. His goal was to create a modern, digital-first platform that offers ethical, transparent financial products free from riba (interest), gharar (financial speculation) and investments in non-halal industries. 

The challenge was clear: to create a brand that not only communicates these principles but also earns the trust of a new audience segment long underserved by the financial industry. 

When it comes to communicating financial services, trust is everything. INSIFR’s goal was to make faith-aligned finance feel modern and inclusive without alienating or oversimplifying. Through customer and cultural insight sessions, we defined the core brand idea around empowerment and trust. From this emerged the tagline:

“Your money. Halal managed. With INSIFR.”

This simple statement reassures users that their funds are handled with integrity, complemented by a supporting headline: “Your values, our priority.” These lines serve as the verbal anchor for all brand touchpoints, guiding tone and message across marketing and UX design.

We began, fittingly, from zero. In Arabic, صفر (sifr) means “zero”, and it’s no accident it’s included in the brand’s name. It represents everything INSIFR stands for - purity, balance and a fresh start. 

We visualized this in the logo by deconstructing the Arabic word صفر into geometric elements. The final mark, a softly curved symbol derived from sifr, sits above a gold, uppercase “INSIFR”, conveying quiet luxury. Gold evokes prosperity and divine balance, while the muted, neutral palette reinforces transparency and calm.

For INSIFR’s visual identity, we decided to merge modern aesthetics with cultural authenticity. To achieve this, we chose a clear sans-serif typeface designed to feel transparent and elegant. The colour palette balances muted olive and tan tones with neutrals and gold for prosperity. Circular elements derived from the “sifr” shape are a subtle nod to unity and wholeness. 

The INSIFR brand speaks to a new generation - digitally savvy, faith-conscious and socially responsible. Visual storytelling shifts the focus from institutions to individual empowerment: real people confidently managing their finances the halal way. 

Photography captures candid, optimistic moments - families, entrepreneurs and young professionals - expressing independence and trust. The tone of voice is clear and confident, yet never corporate. Every line aims to simplify finance, honor values and build connection.

INSIFR’s launch establishes a new standard in the European digital finance landscape - a platform rooted in transparency and trust. INSIFR’s new brand provides a guiding principle for all communication, from customer onboarding flows to investor decks. It positions INSIFR as not a bank but a movement: a brand that invites everyone to participate in ethical finance.