Case Study · 01 · Marketing & Comms · UI/UX · Graphic Design
Salaam
Microfinance
Bank
Full-scale marketing transformation for Kenya's leading Shariah-compliant microfinance institution — integrated digital strategy, ATM interface UX/UI, branch identity, Islamic finance product campaigns, and SEO-driven content that drove measurable customer acquisition growth.
Salaam Microfinance Bank operates at a unique intersection — a financial institution bound by Shariah principles in a market where Islamic finance literacy remains low and digital trust is hard-won. The challenge wasn't just to market a bank. It was to educate, reassure, and convert.
The institution needed a cohesive marketing infrastructure that could simultaneously speak to underserved Kenyan communities, communicate the distinction of halal financial products, and compete digitally in an increasingly crowded fintech landscape.
My role spanned the full marketing spectrum — from ATM touchscreen UX flows to SEO content architecture, from branch-level visual communications to integrated product campaign design. Each layer had to be consistent, accessible, and rooted in the institution's ethical identity.
Low Islamic finance literacy among target demographics demanded educational-first content.
Brand trust deficits in digital channels required high-consistency visual identity work.
Fragmented touchpoints across ATM, web, and branch required unified UX thinking.
The Insight
Shariah-compliant banking requires more than regulatory compliance — it demands a communication philosophy that embodies integrity, accessibility, and community. The marketing transformation at Salaam had to reflect this at every touchpoint, from how users first encountered the brand online to how they felt standing at an ATM.
Conducted a full audit of existing marketing materials, digital presence, and branch communications. Mapped the customer journey from awareness to account opening. Ran stakeholder interviews to understand the bank's values, community positioning, and growth ambitions.
Developed an integrated marketing strategy anchored in Islamic finance education, community trust-building, and digital conversion. Structured the content architecture for SEO — mapping keyword clusters around product categories including Murabaha, Musharakah, and Ijarah. Defined brand voice guidelines balancing authority with accessibility.
Identified critical friction points in the existing ATM touchscreen flows — confusing terminology, poor visual hierarchy, and Swahili language gaps. Designed a revised interface system prioritising bilingual clarity, accessible typography, and transaction confidence. Mapped seven primary user flows covering deposits, withdrawals, account queries, and product discovery.
Designed a comprehensive branch visual identity system — interior signage, teller communication materials, and product display boards. Created a unified graphic language drawing on geometric Islamic patterns as a subtle identity motif. Developed print and digital collateral for Ramadan campaigns and product launches, ensuring visual coherence across all customer touchpoints.
Executed the SEO content strategy — produced long-form educational articles on Shariah finance products targeting high-intent search queries. Managed Meta and Google Ads campaigns for product launches. Built and maintained the social media content calendar across Instagram, Facebook, and LinkedIn. Tracked and reported on performance metrics monthly, iterating campaign creative based on engagement data.
Full redesign of ATM touchscreen flows across 7 primary user journeys. Bilingual (English/Swahili) UI with improved visual hierarchy, accessible type scales, and Islamic finance product discovery screens.
Comprehensive 12-month marketing roadmap covering content calendar, SEO architecture, paid media planning, and social media strategy aligned to product launches and seasonal campaigns.
Educational content hub targeting Shariah finance search queries — Murabaha, Musharakah, Wakala, Ijarah product explainers, Islamic finance FAQs, and comparison guides. Built for both discovery and conversion.
Interior signage hierarchy, teller communication materials, product display boards, and customer-facing print collateral. Unified visual language across all Nairobi branch locations.
Full campaign suites for Murabaha home financing, Ijarah vehicle leasing, and Musharakah business accounts — including Ramadan seasonal campaign graphics, digital ads, and social content.
Ongoing management of Meta, LinkedIn, and Google channels. Monthly performance dashboards, audience growth tracking, A/B creative testing, and iterative campaign optimisation over the engagement period.