London-based studio Anagram has redesigned Transfapay, a money transfer service founded in Sierra Leone,. The new brand, Jaudi, now facilitates the worldwide transfer of goods, assets, and funds. Despite a competitive market, Jaudi aimed to stand out by showcasing its expanded offerings and its West African heritage.
Anagram on the new strategic orientation:
We revealed that many transactions were driven by powerful emotions, not just financial needs. Stories emerged of children supporting families back home from new countries, and charities and businesses investing in their local communities. To capture these narratives, we developed the concept of ‘Changing Money.’ This phrase cleverly references the business’s origins in money transfers while highlighting the human benefits and transformative impact of its services.
The branding and typography reflect this positive vision. The three weights of Easy Grotesk used throughout the branding and UI embody warmth and clarity, mirroring Jaudi’s commitment to transformation and empowerment. Alongside, Akkurat Mono is used for minor text and navigation, providing a balanced technical flair.
