IMAN is a fintech company from Uzbekistan, operating under Islamic finance principles. In 2025, it launched IMANUM — an ecosystem of ethical financial products — and asked Shuka to redesign its brand with a more tech-forward and culturally rooted identity.
We created a modular visual system built around the metaphor of five sun phases, linking each product to a time of day. Payments correspond to dawn, while investments reflect evening — aligning function with symbolism.
The color palette is based on natural light shifts, guiding navigation and mood. Architectural forms from Uzbek cities — arches, corridors — add local depth and continuity.
The result: a brand system that scales, adapts, and reflects IMAN’s values. In 4 months, the ecosystem reached 300,000+ users, with 40,000+ transactions and over $5 million in investments.
Shuka
creative director
client service director
senior strategist
senior designer
junior designer
senior project manager
PR lead
head of content
senior producer
communication designer
designer
motion director
motion designer