The motion language that scaled with a unicorn.

Defining how the brand moves — timing, easing and a reusable system — as it grew from 4M to 14M+ users.

Role

Brand Motion Lead

Scope

Motion system · Art direction · Asset library

Where

Riyadh · Saudi Arabia & UAE

Capital promo — brand film

The challenge

Tabby was scaling fast across markets and channels. Motion was being made per-campaign, so nothing compounded — every launch rebuilt the language from scratch and the brand never accumulated recognition.

My approach

I defined the motion language end to end — timing, easing curves, transitions and a reusable animated-asset library — then directed its application across launches, partnerships and always-on social so teams could move quickly without drifting off-brand.

The outcome

Motion became a recognisable part of the brand rather than a per-campaign decision, and the system held up as the company scaled to unicorn status.

App splash · green social · event booth panel — vertical formats.

Reusable loops from the animated-asset library.

The card

Two card programmes, two visual worlds. The mada and Mastercard range sits on tabby magenta — flat, bright, unmistakably the brand. The Visa range moves to black and green: a speckled surface, a glowing wordmark, light raking across the edge.

Same product family, two registers of premium.