Motion & craft
Motion built as a system rather than per campaign — timing, easing, transitions and reusable libraries — and everything that system then had to carry.
Tabby Capital
Merchant financing — daily sales, capital repayment, daily balance — made legible in one film.
View project → TabbyPay Later
The full product walkthrough for the core BNPL proposition.
View project → TabbyTabby Card
The Visa range in black and green — a speckled surface, a glowing wordmark, light raking across the edge.
View project → TabbyTabby Cash Card
The mada and Mastercard range on tabby magenta — flat, bright, unmistakably the brand.
View project → Alinma BankPlatinum & Al Fursan
The motion system in production across two card programmes.
View project →Brand motion system
The motion language end to end — timing, easing curves, transitions and a reusable animated-asset library — directed across launches, partnerships and always-on social.
Read the case → Alinma BankMotion design system
Three principles, a curve and tempo scale, and one spine: motion moves forward or upward, never back. A bank claiming to be one step ahead cannot animate backwards.
Read the case → TapTap SendLogo signature
The motion signature for a global remittance brand.
View project →Product explainers
Scheduling, attendance, overtime approvals, geolocation across branches, and attendance anywhere — a workforce platform explained in motion.
View project →In-store maps
Wayfinding for Tabby in physical retail — the in-store map promo.
View project → TabbySplash screens & events
The app splash, the logo loops it shares, and the event environment the system had to hold at scale.
View project → TapTap SendYear wrap, Arabic support & referral
Owned-channel motion — the 2024 year wrap, the Arabic language launch, and the referral cashing flow.
View project →Personal experiments
Craft studies made outside client work — 3D, type and loops.
View project →Open to what's next.
Riyadh-based, working across MENA. Brand systems, creative direction and AI-led production.
s.raafat.s@gmail.com