Date: 2023 / Services: Visual & verbal audit, Benchmarking, Positioning, Value proposition, Personality, Voice & tone, Identity & creative consulting, Brand content, Communication plan

Owning the name; TAS’HEEL

Tas’heel Finance is a fully owned subsidiary of eXtra specializing in providing financing solutions. The brand launched first as a solution to purchase products on installment, and grew to be a dynamic organization that provides a unique experience to enable its clients to meet their financial needs.

With investment in digital transformation, quality of service, focus on efficiency and customer success, Tas’heel was planning to use the launch of its new product as an opportunity to differentiate the brand and give it more independence to connect with people and enrich their lives. I worked on analyzing the opportunity—including the brand association with eXtra, created a unique positioning for the new product, and formed the messaging around a flexible and relevant promise.