Jazari is a UK-based startup application for sending money abroad—to Pakistan, India, Bangladesh, Morocco, Egypt and beyond—including small loans on a Remit Now, Pay Later model: send money before payday when cash is tight.
Over six months, we became Jazari's design support team, creating ads, email campaigns, landing page visuals, App Store assets, in-app banners, seasonal campaigns and promotional materials. But our role quickly grew beyond production.
Together with the Jazari team, we explored what the brand should actually look like — developing a visual system, experimenting with AI-generated characters, refining typography, testing different creative directions and gradually building a design language that could evolve alongside a fast-changing startup.
Testing Ideas Through Real Campaigns
Every campaign became a design experiment. Whether it was a cashback offer, Black Friday, Winter Holidays, exchange rate emails or Remit Now, Pay Later, we explored different visual directions to match the context and the audience.
We tested AI-generated characters, symbolic illustrations, typography, layouts and graphic details, gradually learning which stories attracted attention and built trust. Instead of relying on one fixed formula, we allowed the visual language to evolve with every new campaign.
Team:
Client-side manager — Nikita Poloznikov
Art direction — Sergey Lapukhin
Design — Sergey Lapukhin, Alexandra Konstantinova
Motion design — Timur Yakupov
Video editing — Timur Yakupov, Alexandra Konstantinova
Project managers — Daria Yushketova, Victoria Zhivaykina
Case study design — Alexandra Konstantinova, Polina Livaich, Sergey Lapukhin
Case study editor — Misha Kurnosov
