iWaqf
Full rebrand and UX overhaul for a platform democratising Islamic endowments, transforming a functional tool into a trust-led financial brand.
01 · The Challenge
Waqf is one of Islam's most powerful instruments for perpetual charity, but it remained inaccessible to the average donor due to complexity and a lack of credible digital infrastructure. iWaqf had a working product, but its brand and website failed to communicate the authority required for users to commit financial endowments online. The experience lacked a clear conversion path, the copy felt functional rather than faith-led, and the absence of a design system was creating technical debt as the team shipped features. The task was to bridge the gap between an ancient tradition and modern fintech expectations, creating an identity that could build immediate trust.
02 · What I Did
Strategic Brand Positioning
Two distinct identity directions were explored for stakeholder sign-off: one refining the heritage mark, and another moving toward a fintech-first aesthetic inspired by market leaders like Wahed. This allowed decision-makers to choose between continuity and a bold new era of growth.
Visual Trust Systems
A palette of deep greens and gold accents was developed and formalised into a comprehensive Figma design system. By standardising components, every future feature maintains the same level of polish and authority, reducing design friction and inconsistency for the development team.
Faith-Centered UX Design
The website was redesigned from lo-fidelity wireframes to a high-converting interface, with every section mapped to the user's spiritual journey. The goal was to turn a complex financial transaction into a meaningful act of worship that felt both modern and deeply considered.
Narrative-Driven Copywriting
All website copy was rewritten to resonate with a Muslim audience, drawing on concepts like sadaqah jariyah and the history of waqf. This transformed the platform from a functional tool into a legacy-building experience that speaks the language of its users.
Interactive Value Tools
A Waqf impact calculator was designed to show users the tangible, long-term effects of their endowment. Moving the decision from an abstract concept to a concrete financial goal increased engagement and reduced hesitation at the point of commitment.
Developer Handoff
A detailed requirements specification was produced for the Webflow developer, covering every section, CMS collections, and interactive elements alongside a design-to-Figma reference system. This eliminated interpretation errors and ensured a pixel-perfect build.
Structured Donor Portal UX
User stories and acceptance criteria were written for the core donor portal flows, covering profile settings, waqf visibility, recurring donations, and the impact calculator. The engineering team received a clear, logic-driven, testable roadmap for development.
The goal was to make perpetual charity feel as accessible as a modern savings app, without losing the spiritual weight of the waqf tradition.
03 · The Outcome
The engagement delivered ten distinct strategic outputs, from a full Figma component library to SEO-optimised, faith-led copy. The result is a platform that finally looks and feels equal to its mission: a modern, authoritative product that builds the trust necessary for Muslims to commit to long-term financial endowments. The new design system and UX framework give iWaqf a scalable foundation to grow from a UK-specific tool into a global leader in digital waqf.
04 · What Was Built
- Two logo concept proposals with stakeholder sign-off deck
- Refreshed brand colour palette and identity guidelines
- Lo-fidelity wireframes for the full website
- SEO-optimised, faith-led homepage copy
- Full About Us page copy including founder stories
- Requirements specification for the Webflow developer
- Interactive Waqf impact calculator (formula and UI)
- User stories and acceptance criteria for the donor portal
- Figma design system with component library
- Post-launch feedback review and design fix log
05 · Key Takeaways
Trust Is Designed, Not Claimed
For Muslims making a financial commitment online, the visual language and copy have to earn trust before any form is filled. Brand isn't a logo. It's the reason someone stays on the page long enough to commit.
Faith-Led Copy Converts
Writing copy that draws on Quranic concepts and Islamic tradition doesn't narrow the audience. It deepens the connection with the right one. Every word on a faith-based platform is a product decision.
A Design System Is a Gift to Future Teams
The Figma component library meant every feature added after this project inherits the same visual logic. Good design systems pay forward: they make consistency the default, not the exception.
Handoff Is Part of the Design
A developer working from a detailed requirements specification produces a more faithful build than one working from a Figma file alone. The spec isn't admin. It's the final act of the design process.
More case studies
Co-Founder & CPO
True Wills
Built and exited the UK's first digital Islamic will writing platform, scaling from a director's loan to acquisition by Wahed in just 2.5 years.
Read case studyHead of Product, Ventures
Collective Continuum
Architected a global startup award programme from scratch, scaling from 330 applications in year one to 2,900+ applications by the third edition.
Read case studyInterested in working together?
Book a free 30-min call. No pitch, no hard sell. Just a conversation.