# AlawnehPay, from the signing table to launch day How a Jordanian wallet was built from zero: the brand, the app and alawnehpay.com, from a signing in early 2024 to launch day in November 2026. https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch By Laith Aljunaidy. Published: 2026-11-09. --- ![alawnehpay.com, live](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch/cover.jpg) *alawnehpay.com, live.* This week AlawnehPay launched officially. The video went up, the app is on the [App Store](https://apps.apple.com/jo/app/alawnehpay/id1152447173) and [Google Play](https://play.google.com/store/apps/details?id=com.ayajo.ayamobile), and [alawnehpay.com](https://alawnehpay.com) is live in English and Arabic. It started at a table. ![Signing off with Alawneh Exchange Group, the first days of 2024](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch/signing.jpg) *Signing off with Alawneh Exchange Group, the first days of 2024.* I [posted that photo](https://www.facebook.com/share/p/1FhuwASpY5/) with one line: starting 2024 fresh. Behind it was a brief that does not come often. A brand, a mobile app and a website for a new wallet, all from zero, for a name Jordan already trusts with its money. ## Key takeaways - AlawnehPay is the mobile wallet of Alawneh Exchange, a Jordanian exchange house founded in 1966, and it launched officially in November 2026. - The brand, the app and alawnehpay.com were designed from zero with Branders, starting from a signing meeting in the first days of 2024. - Research came first: every competitor's identity, attributes, colours and type, read side by side before the first sketch. - The mark is two arrows folded into one shape, money moving wallet to wallet, built to hold from app icon to billboard. - The design system was specified well enough to hold, unchanged, from handover to launch day. ## What does a new wallet inherit? Alawneh Exchange was founded in 1966 and grew into one of the widest branch networks in the country. People know the name from the counter, from the receipt, from the person who hands them cash. A wallet has none of that. No counter, no face, no paper. So the job was clear from the first meeting: carry sixty years of trust into a phone, and make it feel new without making it feel like a stranger. ## What did we look at before drawing anything? Every competitor, side by side. Their marks, their attributes, their colours, their type. Most of the market sat in blue, on light themes, in sans serif. That told us two things. Blue is where trust already lives in this category, so we kept it. And the room to stand apart was in the shape, not the colour. The brand was set on eight words before the first sketch: professional, trustworthy, friendly, futuristic, safe, welcoming, modern, simple. ## How does a mark say money moves? Dozens of sketches, then one shape. Two arrows folded into each other. ![The AlawnehPay mark and what each stroke means](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch/mark.jpg) Read it one way and it is money going from one wallet to another and back. Read it again and there is a line that climbs, and a tick for the right choice. It holds at the size of an app icon and at the size of a billboard, and that was the test it had to pass. ## What does a brand need beyond a logo? A system that survives people who never met us. Galano Grotesque for type. A blue range from deep to light, with yellow, green and red for state and contrast. Business cards by level, letterhead, folder, envelopes with a premium client edition, invoices, staff ID cards. ![AlawnehPay payment cards in three tiers](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch/cards.jpg) Then the things people carry: payment cards in three tiers, World Elite, Platinum and Standard. Then the things people pass: posters, stories, the Instagram grid, outdoor billboards. The full brand case runs 64 pages, and every page answers the same question: does this still read as Alawneh from across the street? ## What goes into the app? A wallet is a list of promises. Send money, get cash, pay a bill, buy a voucher, claim a transfer someone sent you from abroad. ![AlawnehPay app: home, e-vouchers, bills, claim a transfer](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch/app.jpg) Home opens on the balance and the cards, with Cliq, get cash and send cash one tap away. Behind it sit onboarding and KYC, top-up, transfer and cash-out. The screens nobody screenshots got the same care: what happens when the network drops, when a transfer fails, when a limit is reached. Fees and limits are written in plain words, before the person commits, never after. ## What does the website have to do? Answer one audience per page. Personal for the wallet. Business for payments, bulk payouts and APIs. Agents for the partner network. Cards for Standard and Platinum. About for the story from 1966 to today. Around those pages sit the ones a regulated wallet owes people: commission terms, complaints, terms and privacy, and a locator for the nearest agent. Fees and FAQs have one source of truth, so the site and the app never disagree about money. ## Why does a launch take this long? The design work ran from 2023 to 2025. A wallet does not launch when the design is done. It launches when the licence, the banks, the integrations and the engineering are done too, and every one of them has its own clock. What the design work can do is hold still while the rest catches up. A system that is specified to the last state does not need to be redesigned every time the date moves. That is the real test of the work: two years later, launch day used the same mark, the same type, the same blue. ![AlawnehPay on an outdoor billboard](https://laithjunaidy.com/writing/alawnehpay-from-signing-to-launch/billboard.jpg) ## If you are building a wallet - Start from the name people already trust, not from the category's trends. - Read every competitor before you draw. Keep what the market has taught people, and stand apart where it matters. - Write the brand down in a few words first, then make every sketch defend them. - Test the mark at its two extremes: an app icon and a billboard. - Design the failure screens with the same care as the home screen. - Put fees and limits where people decide, in plain words. - Give money one source of truth across the site and the app. - Specify the system so well that a moving launch date does not move the design. ## FAQ ### What is AlawnehPay? AlawnehPay is the mobile wallet of Alawneh Exchange in Jordan. People use it to send money, transfer through Cliq, pay bills, buy e-vouchers, use payment cards, and move cash in and out through the Alawneh network. It launched officially in November 2026. ### Who designed AlawnehPay? Laith Aljunaidy led the brand, app and website design with the Branders team, from 2023 to 2025: competitor research, the mark, the colour and type system, stationery, payment cards, campaigns, the app's core flows and alawnehpay.com. ### What does the AlawnehPay logo mean? Two arrows folded into one shape. It reads as money moving from one wallet to another and back, a line that climbs, and a tick for the right choice. It was tested from app icon size to billboard size. ### How long does it take to launch a digital wallet? AlawnehPay took almost three years from the signing meeting in early 2024 to the official launch in November 2026. The design work ran to 2025. A wallet also waits on its licence, its banks, its integrations and its engineering, and each of them has its own clock. Congratulations to everyone at Alawneh who carried this to launch day. It was worth it. The full case, with the brand system, the app and the live site, is in [the AlawnehPay work file](https://laithjunaidy.com/work/alawnehpay).