Capital.com is a tier 1 global fintech brand. For the Dubai market I produced the Forex Expo work and a large format DOOH campaign across Dubai Metro and Dubai Mall, along with print, social posts, reels, motion and edited video, all built from one system.
The hard part was scale. Hierarchy that reads on a 9:16 phone screen collapses at forty metres, so the layouts had to degrade gracefully rather than simply grow. I used AI to generate 3D elements and imagery, which widened the exploration while the final craft stayed in my hands. Every version still had to clear financial services compliance, working with the Growth, Marketing and Compliance teams.
Capital.com was named Best Broker in Middle East 2024 by TradingView, and the announcement needed to carry the same weight as the award itself. I took it from concept to final video. The idea, the 3D imagery and the motion were all developed in house.
The Dubai Tram wrap had to work on a surface that never stops moving. People see it from the pavement, from a car waiting at a junction, or for a few seconds as it passes, and the doors cut every panel into pieces.
So each section between the doors carries one idea only. The wordmark sits on the lead car, then "Your local trading partner", then the award winning app, then the markets: Gold, Oil and Local Stocks. Arabic runs alongside the English, and the gold 3D elements repeat down the full length so the tram still reads as one piece at speed.
The social set runs in two directions. The dark version leans premium, with gold type over a trading chart and one clear call to action. The light version answers a common complaint, trading platforms that feel complicated, with a friendly face and short handwritten notes.
Both keep the same brand pieces, the orange dot in the wordmark, heavy headline type and one person at the centre. That is what lets the social work sit next to the tram and the print without looking like a different brand.
