# AlawnehPay A Jordanian wallet built from zero, now live. The brand, the app, and alawnehpay.com, from the first sketch to the billboard. https://laithjunaidy.com/work/alawnehpay By Laith Aljunaidy. Published: 2025-07-01. Updated: 2026-11-09. - Client: Alawneh Exchange - Role: Brand, product, and web design lead, with Branders - Location: Amman, Jordan - Year: 2023 to 2025 AlawnehPay is the mobile wallet of Alawneh Exchange in Jordan, officially launched in November 2026. Laith Aljunaidy led its brand, app, and website design from zero with Branders between 2023 and 2025: competitor research, the mark and its construction, colour and type, a full stationery and payment card system, social and outdoor campaigns, the app's core flows, and the live website at alawnehpay.com in English and Arabic. --- ## Live AlawnehPay launched officially in November 2026. The icon on the phone, the card in the wallet, the screens people sign up through, the billboard on the street and [alawnehpay.com](https://alawnehpay.com): every one of them started in this work. ## Context Alawneh Exchange has moved money in Jordan since 1966, through one of the widest branch networks in the country. People know the name from the counter: a person, a receipt, cash in hand. AlawnehPay is that name without the counter. A mobile wallet, licensed by the Central Bank of Jordan, for sending money, Cliq transfers, bills, e-vouchers, cards, and cash in and out through the Alawneh network. The work was everything a new wallet needs, from zero: a brand, a mobile app and a website. In the first days of 2024 we signed it off with Alawneh Exchange Group, and the work ran through 2025 with the Branders team. ## The brief The creative brief asked for an all-in-one money app built on the trust Alawneh Exchange had already earned. Money transfers people can rely on, with security, convenience and fair rates. Onboarding without friction, an interface anyone can read, real-time tracking of every transaction, low costs. And one audience that is really three: parents, young people and kids, each with a different reason to open the app. The hard part sits in that last line. A brand for a parent sending money home and a brand for a twenty-year-old splitting a bill are usually two brands. This had to be one. ## Research before the first sketch Before drawing anything, we read the market. Local and global wallets, banks and money apps, side by side: their identities, their attributes, how they speak, their colours, their type. ![Competitor identities analysed side by side](https://laithjunaidy.com/work/alawneh-pay/page-06.jpg) The pattern was clear. Blue led the category. Every competitor sat on a light theme. Every one used a sans serif to look modern and friendly at once. ![The colours competitors use, measured](https://laithjunaidy.com/work/alawneh-pay/page-13.jpg) That read became the strategy. Blue is where trust already lives in money, so AlawnehPay kept it. The room to stand apart was in the shape of the mark and the way the brand moves, not in the colour. ![Where AlawnehPay sits among the wallets and money apps around it](https://laithjunaidy.com/work/alawneh-pay/page-16.jpg) ## Mood and attributes A mood board set the temperature: clean product photography, real people, deep blues with sharp accents. Then the brand was written down in eight words before the first sketch: professional, trustworthy, friendly, futuristic, safe, welcoming, modern, simple. Every drawing after that had to defend them. ![The AlawnehPay mood board](https://laithjunaidy.com/work/alawneh-pay/page-18.jpg) ![The eight brand attributes](https://laithjunaidy.com/work/alawneh-pay/page-22.jpg) ## The mark Dozens of sketches, one shape. Two arrows folded into each other. ![The AlawnehPay mark and what each stroke means](https://laithjunaidy.com/work/alawneh-pay/page-31.jpg) Read it one way and it is money moving from one wallet to another and back. Read it again and there is a line that climbs, a wallet's curve, and a tick for the right choice. It had to hold at two extremes, the app icon on a home screen and a billboard over a road, and it does. ![The AlawnehPay app icon and wordmark](https://laithjunaidy.com/work/alawneh-pay/page-35.jpg) ## Colour and type The palette runs on cool blues, from deep to light, for trust and for the category the brand lives in. Yellow, green and red sit beside them for contrast and for state: what is done, what is pending, what failed. ![The AlawnehPay colour palette](https://laithjunaidy.com/work/alawneh-pay/page-38.jpg) Galano Grotesque carries every word. Geometric enough to feel new, open enough to stay friendly at small sizes on a phone. ![Galano Grotesque, the AlawnehPay typeface](https://laithjunaidy.com/work/alawneh-pay/page-40.jpg) ## The identity at work A brand is tested by the people who use it without ever meeting the designer. So the system was built out to every surface the company touches. Business cards and staff ID cards by level, for chief managers, middle managers and employees. Letterhead, folder, invoice. Envelopes in two editions, one for handwriting and one for premium clients. An email signature and a full icon set. ![AlawnehPay envelopes, for handwriting and for premium clients](https://laithjunaidy.com/work/alawneh-pay/page-48.jpg) ![AlawnehPay staff ID cards by level](https://laithjunaidy.com/work/alawneh-pay/page-51.jpg) Then the thing people carry in their pocket: payment cards in three tiers, World Elite, Platinum and Standard, each one unmistakably the same brand. ## The campaigns Three poster styles, full image, cut-out and info, so a campaign can change its message without changing its face. The same three run on stories, then on the Instagram grid, then outdoors. ![AlawnehPay posters, cut-out style](https://laithjunaidy.com/work/alawneh-pay/page-57.jpg) ![AlawnehPay stories in three styles](https://laithjunaidy.com/work/alawneh-pay/page-59.jpg) ![AlawnehPay on an outdoor billboard](https://laithjunaidy.com/work/alawneh-pay/page-62.jpg) ## The app A wallet is a list of promises. Send money, get cash, pay a bill, buy a voucher, claim a transfer someone sent from abroad. Home opens on the balance and the cards, with Cliq, get cash and send cash one tap away. Bills sit by category: electricity, government, telecom, water, fuel. E-vouchers and gift cards for the stores people actually use. Traffic fines in two screens, number then confirm. ![AlawnehPay app: home, e-vouchers, bills, claim a transfer](https://laithjunaidy.com/work/alawneh-pay/app/app-everyday.jpg) ![AlawnehPay app: gift cards, a traffic fines bill, and its confirmation](https://laithjunaidy.com/work/alawneh-pay/app/app-pay.jpg) Underneath sit onboarding and KYC, top-up, transfer and cash-out. The screens nobody screenshots got the same care: what happens when the network drops, when a transfer fails, when a limit is reached. Fees and limits are written in plain words before a person commits, never after. ## The website alawnehpay.com is live in English and Arabic. One page for each audience: Personal for the wallet, Business for payments, bulk payouts and APIs, Agents for the partner network, Cards for Standard and Platinum, About for the story from 1966 to today. Around them sit the pages a regulated wallet owes people: commission terms, complaints, terms, privacy and a locator for the nearest agent. Fees and FAQs have one source of truth, so the site and the app never disagree about money. ![alawnehpay.com, live](https://laithjunaidy.com/work/alawneh-pay/website-live.jpg) ## My role I led the design from the first meeting to handover, with the Branders team: the research, the brand direction and the mark, the identity system and its applications, the app's structure and core flows, and the website. Embedded with the client's product, engineering and compliance people, with design QA through every release. ## Outcome One brand, from zero to live, that reads the same on the app icon, the card, the website and the street. Designed in 2024 and 2025, launched in November 2026 on the same mark, the same type and the same blue. The full story, from the signing meeting to launch day, is in [AlawnehPay, from the signing table to launch day](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch). ## FAQ ### What is AlawnehPay? AlawnehPay is the mobile wallet of Alawneh Exchange in Jordan, licensed by the Central Bank of Jordan. It covers money transfers, Cliq, bills, e-vouchers, payment cards, and cash in and out through the Alawneh network, and it launched officially in November 2026. ### Who designed the AlawnehPay brand, app and website? Laith Aljunaidy led the design with Branders from 2023 to 2025: research, the mark, colour and type, stationery, payment cards, campaigns, the app's core flows, and alawnehpay.com in English and Arabic. ### What does the AlawnehPay logo mean? Two arrows folded into one shape: money moving wallet to wallet and back, a rising line for growth, and a tick for the right choice. It holds from app icon size to a billboard. ### What typeface and colours does AlawnehPay use? Galano Grotesque for type, and a blue range from deep to light, with yellow, green and red for contrast and state.