Originally known as Transfapay, a money transfer service founded in Sierra Leone, Jaudi has evolved into a global marketplace. It now facilitates the worldwide transfer of goods, assets, and funds. Despite a competitive market, Jaudi aimed to stand out by showcasing its expanded offerings and its West African heritage.
Initially, Transfapay was purely transactional, efficiently moving money from A to B. However, the brand failed to convey the tangible benefits and empowerment that its zero-fee transfers provided to individuals and businesses.
We revealed that many transactions were driven by powerful emotions, not just financial needs. Stories emerged of children supporting families back home from new countries, and charities and businesses investing in their local communities. To capture these narratives, we developed the concept of ‘Changing Money.’ This phrase cleverly references the business’s origins in money transfers while highlighting the human benefits and transformative impact of its services.
The name Transfapay served its purpose when the business was solely focused on transfers. However, with its expanded services, a new name was necessary. Collaborating closely with the client, we chose Jaudi – a West African Fulani word embodying prosperity and wellbeing.
The core of the new identity is the ‘ripple effect,’ a visual representation of positive change. The logo encapsulates this idea by symbolizing two key elements: the Jaudi spark and the financial impact. This theme is consistently woven throughout the brand iconography and the radiating graphics that complement the brand imagery.
