Working with R/GA, we launched Weyay - the first fully-digital bank in Kuwait. Aimed at young Kuwaitis establishing their independence, I worked as a key part of the product development team to bring the tone of voice to life throughout the UX.

 

Uniquely, it meant collaborating closely with the client team to draw on cultural references and be mindful of any sensitivities. A very hands-on role, I was responsible for crafting every word of the new banking experience.