Najmaa
Setting finance right.
THE ASK
To build an Australian financial brand rooted in ethics and Sharia principles, but not trapped by the label of Islamic finance and the tradeoff mentality of ethical finance.
THE TURN
Najmaa was framed not as limiting Islamic finance, not as meek ethical finance, but as finance re-set. A mission to end the false trade-offs, where radical honesty and audience empowerment became the core offer.
Najmaa’s look is bold, activist-inspired, speaking to people’s anger at broken systems while promising a way forward.
The infamous asterisk (*) of disclaimers was chosen as Najmaa's symbol bring attention to the fact that they have nothing to hide, creating a whole new level of trust.
Najmaa took ethical finance out of the shadows of compromise, and re-set it on the ground of fairness, clarity, and shared human values.
ROLE: CONSUMER RESEARCH, BRAND STRATEGY, MESSAGING