I translated Rabt’s proposition into the overarching creative concept and developed the brand’s visual direction and communication system.
The work included defining how the concept behaves across both brand and product experiences, from campaign messaging such as “A payment journey centered around you” to applications across digital, environmental, and launch communications.
I developed the identity around the idea of a Solar System. Every purchase becomes the center, while available BNPL providers orbit around it, making financing visible, comparable, and within reach.
This thinking became the foundation for a dynamic visual language built around gravity, orbit, connection, and movement. The system extends from expressive generative graphics to typography, imagery, UI applications, advertising, and digital touchpoints, creating an identity that can continuously adapt while remaining recognizably Rabt.
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(2016-26©)
