Creative Challenge
How can Chaabi Payment be expressed as:
• A universal payment solution.
• Both human and technological.
• While respecting the cultural codes and emotional tone of Ramadan.
First proposition
Human & Emotional
Concept
This direction focuses on the emotional side of payment. The goal was to show Chaabi Payment as a reassuring partner that brings calm and confidence to professionals in their daily activities, especially during a meaningful period such as Ramadan.
Art Direction
• Human presence treated through archetypes rather than stereotypes.
• Relaxed, confident postures and natural expressions.
• Warm color palette inspired by Ramadan evenings.
• Soft lighting and clean compositions.
• Subtle integration of Ramadan symbols (moon, fanous), without decorative overload.
Key Visual
The key visual is built around a human-centered composition designed to create an immediate emotional connection between Chaabi Payment and its audience.
Three characters are featured, each representing a distinct profession. Rather than showing full environments, the focus is placed on the individuals themselves, allowing viewers to easily identify with their roles and daily realities.
By bringing these professional figures together in a single, calm, and balanced scene, the visual reinforces the idea that Chaabi Payment stands alongside all professions.
Key Message
"Calm at every payment."
SECOND PROPOSITION
System & Universality
Concept
This direction highlights the functional power of Chaabi Payment. The TPE becomes a central hub, visually connecting multiple professions through a single, fluid payment solution.
Art Direction
• Graphic and contemporary treatment.
• Strong central focus on the TPE.
• Light flows representing payment circulation.
• Minimal icons to symbolize different professional profiles.
• Ramadan atmosphere integrated through color, light, and background motifs.
Key Visual
The visual uses a system-based composition: the TPE is placed at the center, while dynamic graphic elements orbit around it to represent the diversity of users and use cases.
Instead of showing people, professions are translated into icons and visual signals, allowing the message to scale instantly and speak to a broader audience. This abstraction reinforces the idea of universality and avoids limiting the solution to specific profiles.
Key Message
"The payment that connects every profession."
Role & Contribution
• Visual research & moodboards.
• Art direction.
• Concept development.
• Key visual design.
• Online & offline adaptations.
