Money without borders
Orange Money has had a presence in Africa for many years, but it was time for them to cross the bridge to interoperability. Teaming up with another lead operator MTN, Orange launched a new service that lets people send and receive money freely between operators. It’s called Mowali.
Mowali is open to all others who want to join, with the ambition that one day all African (and later international) operators will unite, giving people total freedom in their exchanges.
One of Royalties’ most long-term and favourite clients, Orange, trusted us with this exciting mission. The key challenge was to create a label and develop a strategy to bring notoriety to this new form of mobile money exchange.
When creating a label, universal digital signs like WiFi and Bluetooth came to mind. We put a spin on it to produce our Mowali symbol.
It evokes bridges, and the service’s core ambition of linking people and money. Simple, accessible and universal, it is easy to remember, recognize and recreate.
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