Branding
Kenzup
Kenzup is a fintech app innovating the Moroccan banking system, making everyday financial services accessible to everyone.
Iktomi initiated a deep partnership with Kenzup to support a holistic transformation spanning brand & communication strategy, brand identity and all major touchpoints — from website to the continuous UX/UI evolution of the mobile app — elevating the app into a trusted financial ecosystem.
Finance built around people
In a cash-driven society built on personal relationships, Kenzup was positioned not as a banking alternative but as a digital extension of community trust. The brand essence Community reframes finance as shared and supportive, making digital money feel familiar and approachable.
From this foundation, the brand evolved from a playful rewards app into a credible and approachable fintech ecosystem. The design balances warmth and reliability: clear language, intuitive layouts and a friendly tone of voice reduce the intimidation often associated with financial services.
The visual system reinforces the shift — stable blue for security, vibrant green for progress, a circular device expressing empowerment, and a bento-inspired layout that connects communication directly to the product experience — making the brand feel native to the app rather than applied on top of it.
Where brand meets
product experience
The app redesign was conceived as a complete experience rethink rather than a cosmetic update.
Working closely with the Kenzup team, we simplified journeys, and reorganised the information hierarchy to reduce cognitive effort and improve accessibility.
An extensive design system was created to integrate the new brand identity directly into the product, ensuring consistency and scalability across features and future releases. This included a dedicated illustration system designed to guide actions visually, helping users, including low-literacy audiences, understand and navigate financial tasks with confidence.
One brand,
every interaction
Every touchpoint was reconsidered to create a cohesive customer experience, not just visually aligned, but behaviorally consistent. The brand was designed to feel the same whether encountered in the app, on social media, on the website, or in day-to-day communications.
Brand communications were structured around flexibility and simplicity, allowing the system to adapt to different audiences and content types across multiple channels without losing recognisability. The project therefore extended beyond product and marketing: it included the redesign of the digital presence, website and social platforms, as well as tools supporting both external and internal communications.
The result is a unified ecosystem where each interaction reinforces the same perception — clear, accessible and trustworthy — regardless of context.
