Salaam Microfinance Bank — Case Study

Overview

Salaam Microfinance Bank required a comprehensive marketing transformation to build digital trust for Kenya's leading Shariah-compliant microfinance institution. The core challenge: educate underserved Kenyan communities about Islamic finance while competing in a crowded fintech landscape with low digital literacy around Shariah-compliant products.

As Head of Marketing & Communications, I own the full engagement — marketing strategy, UX/UI, brand identity, SEO, and content.

The Brief

In Islamic finance, trust is the product. Every pixel, every word, every interaction had to earn it. That meant an educational-first content strategy for customers unfamiliar with Murabaha, Musharakah, Ijarah, and Wakala; a unified visual identity to establish trust across fragmented touchpoints; and an SEO architecture mapping keyword clusters around those exact product terms.

The ATM network — the bank's highest-traffic touchpoint — needed a redesign built around bilingual clarity and accessible user flows, not just a visual refresh.

Approach

Discovery first. Audit of existing materials, customer journey mapping, and stakeholder interviews before any design work started.

Then infrastructure. Marketing strategy and SEO content architecture, ATM UX redesign across seven primary user flows in English and Swahili, a branch visual identity system for signage and interior communications, and integrated performance marketing via Meta and Google Ads with monthly optimization.

ATM Interface UX (7 user flows, bilingual) 12-Month Digital Marketing Roadmap SEO Content Program Branch Visual Identity System Islamic Finance Campaign Suites Social Media Management & Reporting

The Work

ATM interface. Redesigned UX across seven primary user flows, prioritising bilingual clarity — now deployed nationwide across all SMFB branches.

SEO architecture. Keyword clusters built around Murabaha, Musharakah, Ijarah, and Wakala — territory competitors had left uncontested in the Kenyan market.

Campaigns. Integrated Islamic finance product campaigns aligned to seasonal moments, including Ramadan, run through Meta and Google Ads with an A/B testing framework for cost-per-lead.

SalaamPay 2.0 — Motion Graphics

SalaamPay 1.0 — Motion Graphics

BBS Mall Branch Manager — Interview

Watch more on the SMFB channel →

ATM & Digital Channels

Real screens from the redesigned ATM interface — bilingual, security-conscious flows built for a fintech that deals in trust — alongside the marketing and USSD touchpoints that extend the same experience beyond the branch.

ATM Interface — Screen Flows

Transaction Menu

ATM PIN selection screen with a security warning to shield the PIN entry

PIN Selection & Warning

ATM error screen reading Incorrect PIN, card retained for security reasons, contact your bank branch

Security Error State

Marketing & USSD Touchpoints

App Screens

Seven screens from the SalaamPay app — from the home dashboard through SalaamMart's E-Murabaha marketplace.

SalaamPay — UI / UX Design

Home

Send Money

Exchange

Banking

SalaamMart

Electronics

Shops

Outcome

40% increase in organic search traffic via the SEO content program
Product pages ranked page one for Murabaha and Musharakah — high-intent Kenyan searches — within 6 months
3x uplift in social media engagement across Meta platforms
7 ATM user flows redesigned for accessibility, deployed nationwide across all SMFB branches
Ramadan campaigns achieved the brand's engagement record months
Reduced cost-per-lead on Meta campaigns through a sustained A/B testing framework

If this is you

If regulators and customers both have to trust you, your brand carries weight on both sides. I build you an identity that reads as compliant and human at once.