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Tharwa
Finance
Brand Development
Communications
UAE
Summary
Branding a Private Banking Experience for Al Hilal’s Elite Clients
Our tone of voice, visual language, and messaging were purposefully restrained. Even when communicating offers or benefits, the design avoids flashiness in favor of understated elegance. No shouting graphics or bold 3D, just calm confidence that speaks directly to those who value discretion over display.
We designed a standalone identity that balanced quiet luxury with cultural resonance. The Tharwa mark is refined and symbolic, paired with a subdued color palette and premium typography. Every detail from logo to layout was crafted to feel timeless and exclusive, while still sitting harmoniously under the Al Hilal umbrella.
Challenge
Creating a brand experience for Tharwa meant departing from Al Hilal’s vibrant, mass-market identity. The challenge was to build something that instantly signaled discretion, trust, and premium value to high-net-worth individuals.
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