urpay is a application that was introduced to the Saudi market offering users a modern alternative to traditional banking by combining essential financial services—shopping online, paying bills, sending money abroad, receiving salaries, and handling everyday payments—into one seamless app. For the launch campaign, the creative direction focused on positioning urpay as a trusted lifestyle enabler, simplifying complex services through clear and engaging visuals. The art direction used a modular 3D cube system where each block represented a key feature, with human hands interacting through the cubes to symbolize accessibility, while smartphones anchored the experience as the gateway to all services. Props like shopping carts, coffee cups, and iconic landmarks connected digital transactions to everyday life, and bold color coding helped distinguish between services while keeping a unified identity. The result was a visually striking introduction that communicated urpay’s functionality, built brand awareness, and established it as a modern, reliable, and user-friendly financial solution right from its first market appearance.

Credits

Agency: Xelement

Creative Direction: Yasmine Sendi

Art Direction: Shehab Soliman

Copywriting: Mohamed Shamsuldin