![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/07961ef3-2817-4a32-a6aa-3a62c8e3fe8f_rw_1920.jpg?h=80c8e94b69c8d0f7eb923edf3850f888)
MadfoatCom
From Cash to Cashless
MadfoatCom is a Jordanian P.S.C. company established in 2011 with partnership and support from Oasis500 (Funded by King Abdullah II Fund for Development) and with strategic shareholders from Jordan and GCC; MadfoatCom aims to connect banks with billers to facilitate bill payment and inquiry through electronic channels 24/7 easily and securely.
MadfoatCom is a financial technology and artificial intelligence company that enables businesses, governments, and end-users to access state-of-the-art digital financial services.
![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/f716199e-5d3d-4a81-a6e2-505c97a41f38_rw_1920.jpg?h=fa123857e5817b5104e4b93c6ffd86d9)
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Brand Voice & Messaging
MadfoatCom's content and messaging should reflect knowledge and professionalism, it should be informative positioning the brand as a leader while caring for its target audience.
The language used is in both English and Arabic where Arabic is used in both formal and slang but in a formal manner.
![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/d5a4d7d1-574f-4c1f-aef7-7cdd3ffa8293_rw_1920.jpg?h=9d38c400f9054dae6867a64c7a4ac888)
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Logo Concept
The new logo concept is derived from the current design, using the reflection method.
The two elements 'paper cash and digital money' are in a switch mode to represent the replacement of cash with a cashless technology.
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A seamless life
One of MadfoatCom's goals and missions is to connect people via a seamless app giving them a seamless life.
A pattern that reflects that is designed using the logo symbol to be used on backgrounds, posters, posts, wall graphics, stationery designs, clothes, vehicles, etc.
![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/debbc44f-ba99-403a-a8ec-99e268c2c3df_rw_1920.jpg?h=4c3818b0ffb5a234b1b1d85265d1f1c1)
From Cash to Cashless
Graphical Element
Madfoatcom aims and works by replacing paper bills and payments with user-friendly services on the web and mobile.
A symmetrical graphical element is designed as a 3D representation of cash that is digitalized from the center, the center being Madfoatcom.
![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/0e624da8-f861-4493-966c-cdb78621b218_rw_1920.jpg?h=909406330697adf375f9ad1cddebd972)
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Key Message
Graphical Element
Another graphical element and part of the identity is this core function of Madfoatcom.
![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/c2bd907a-d5a5-4dd0-86fe-83d72f188cde_rw_1920.jpg?h=921279dc27253821064e859b01c2c859)
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Presentation Template
Presentations include the title slide, transitional slides, inner white slides, inner dark blue slides, different services slides, and a closing slide.
![](https://cdn.myportfolio.com/eb1f9d8d912bc1209a976e20e769aef9/2e0b2949-6563-4612-94e6-ee23829be508_rw_1920.jpg?h=17acd3f2faa060bbb1e642e7a0561c2a)
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Client
Jordan
Scope
Strategic & Visual Rebranding
Brand Architecture
Brand Guidelines
July 2022