SECTOR
Poland
Poland
SCOPE
FX & CFD Borker
FX & CFD Borker
YEAR
2023 - 2025
2023 - 2025
Project Overview
Project Overview
Project Overview
XTB is one of the world’s largest multi-asset trading brokers. Their global brand is strong, but the MENA region required a more contextual and culturally relevant creative direction. Our mandate was to build a localized visual system for XTB MENA across social media, campaigns, seasons, cultural moments, and webinar/event thumbnails. We created a continuous stream of high-quality social designs tailored to Arabic markets, ensuring every piece remained aligned with XTB’s global brand standards while resonating with the local audience. The work spanned daily content, seasonal branding, national celebrations, Ramadan & Eid concepts, financial education posts, and visual kits for webinars and partnerships.
XTB is one of the world’s largest multi-asset trading brokers. Their global brand is strong, but the MENA region required a more contextual and culturally relevant creative direction. Our mandate was to build a localized visual system for XTB MENA across social media, campaigns, seasons, cultural moments, and webinar/event thumbnails. We created a continuous stream of high-quality social designs tailored to Arabic markets, ensuring every piece remained aligned with XTB’s global brand standards while resonating with the local audience. The work spanned daily content, seasonal branding, national celebrations, Ramadan & Eid concepts, financial education posts, and visual kits for webinars and partnerships.
The Core Problem
The Core Problem
XTB’s global creative assets were not built for MENA cultural communication, which created three major issues:
Generic visuals that didn’t resonate regionally – content felt Western and disconnected from Arabic culture, traditions, symbolism, and tone.
Lack of consistency across MENA posts – multiple creators produced fragmented visuals that diluted brand trust.
Seasonal moments were under-leveraged – Ramadan, Eid, National Days, and Arabic cultural events required deeper creative relevance.
Our role was to create a unified, premium, culturally-aligned creative system that made XTB MENA look stronger, more local, and more consistent on every platform.
XTB’s global creative assets were not built for MENA cultural communication, which created three major issues:
Generic visuals that didn’t resonate regionally – content felt Western and disconnected from Arabic culture, traditions, symbolism, and tone.
Lack of consistency across MENA posts – multiple creators produced fragmented visuals that diluted brand trust.
Seasonal moments were under-leveraged – Ramadan, Eid, National Days, and Arabic cultural events required deeper creative relevance.
Our role was to create a unified, premium, culturally-aligned creative system that made XTB MENA look stronger, more local, and more consistent on every platform.
Strategic Foundation
Strategic Foundation
We built a creative strategy around one principle:
“A global broker must look local without losing its global standard.”
Our strategic pillars:
Regional adaptation rooted in cultural sensitivity
A consistent visual system for MENA-only posts
Dual-language friendly compositions
Premium seasonal concepts with cultural elements
Fast-turnaround templates for daily social media needs
Clear hierarchy for educational, market, and event content
Every deliverable followed a flow: cultural relevance → clarity → brand alignment → performance.
Content System & Structure
Content System & Structure
XTB MENA needed a flexible system that could support multiple content categories across the month.
We designed a full structure covering:
Market updates & educational posts
Product explainers adapted for MENA context
Seasonal festive designs (Ramadan, Eid, National Days)
Cultural campaigns (UAE, KSA, GCC regional identity)
Promotion banners & tactical messages
Webinar & event thumbnails
Arabic & English versions for all critical assets
The system ensured consistency regardless of topic, platform, or language.
XTB MENA needed a flexible system that could support multiple content categories across the month.
We designed a full structure covering:
Market updates & educational posts
Product explainers adapted for MENA context
Seasonal festive designs (Ramadan, Eid, National Days)
Cultural campaigns (UAE, KSA, GCC regional identity)
Promotion banners & tactical messages
Webinar & event thumbnails
Arabic & English versions for all critical assets
The system ensured consistency regardless of topic, platform, or language.
Social Media Visual Language
Social Media Visual Language
Instead of redesigning the brand, we expanded the visual language within XTB’s rules to fit the region:
Arabic-friendly grids and reading flow
Balanced compositions for bilingual text
Subtle regional motifs for festive occasions
Strong financial design for daily market content
Clear visual hierarchy for data-driven posts
Dynamic frames for YouTube/Webinar thumbnails
This built a recognisable, premium, MENA-specific look.
Instead of redesigning the brand, we expanded the visual language within XTB’s rules to fit the region:
Arabic-friendly grids and reading flow
Balanced compositions for bilingual text
Subtle regional motifs for festive occasions
Strong financial design for daily market content
Clear visual hierarchy for data-driven posts
Dynamic frames for YouTube/Webinar thumbnails
This built a recognisable, premium, MENA-specific look.
Cultural & Seasonal Adaptation
Cultural & Seasonal Adaptation
The heart of the project was making XTB feel authentically part of the region.
We developed creative packs for:
Ramadan & Eid visual themes
UAE, KSA, and GCC National Days
Special Arabic cultural events (Founding Day, Flag Day)
Financial seasons (portfolio season, end-of-year markets, key holidays)
Each pack included multiple layouts, cultural elements, and colour treatments suitable for MENA audiences without breaking XTB’s global identity.
The heart of the project was making XTB feel authentically part of the region.
We developed creative packs for:
Ramadan & Eid visual themes
UAE, KSA, and GCC National Days
Special Arabic cultural events (Founding Day, Flag Day)
Financial seasons (portfolio season, end-of-year markets, key holidays)
Each pack included multiple layouts, cultural elements, and colour treatments suitable for MENA audiences without breaking XTB’s global identity.
Webinar & Event Thumbnails
Webinar & Event Thumbnails
XTB MENA hosts frequent webinars, weekly market sessions, and educational events.
We designed a thumbnail system that included:
Structured speaker layouts
Professional framing
Arabic & English variations
Event category colour cues
Consistent typography hierarchy within brand guidelines
This ensured all events looked unified, premium, and instantly recognisable in the region.
XTB MENA hosts frequent webinars, weekly market sessions, and educational events.
We designed a thumbnail system that included:
Structured speaker layouts
Professional framing
Arabic & English variations
Event category colour cues
Consistent typography hierarchy within brand guidelines
This ensured all events looked unified, premium, and instantly recognisable in the region.
Digital Experience
Digital Experience
Our digital work covered all MENA-facing platforms: Instagram, Facebook, LinkedIn, YouTube.
We delivered:
Monthly visual batches
Ready-to-use templates for the internal team
Fast-execution assets for urgent communication
Social frames for short-form videos
Branded layouts for product and feature announcements
Unified campaign visuals that connected posts, stories, thumbnails, and banners
This created a consistent and polished digital presence across all channels.
Our digital work covered all MENA-facing platforms: Instagram, Facebook, LinkedIn, YouTube.
We delivered:
Monthly visual batches
Ready-to-use templates for the internal team
Fast-execution assets for urgent communication
Social frames for short-form videos
Branded layouts for product and feature announcements
Unified campaign visuals that connected posts, stories, thumbnails, and banners
This created a consistent and polished digital presence across all channels.
Regional Creative System
Regional Creative System
To support scale, we built a reusable creative system for the XTB MENA team:
Modular layouts for recurring content
Asset libraries for icons and motifs
Seasonal theme packs
Multi-language-ready grids
Consistent design rules for creators
This system allowed internal and external contributors to produce visuals that always looked unified and on-brand for MENA.
To support scale, we built a reusable creative system for the XTB MENA team:
Modular layouts for recurring content
Asset libraries for icons and motifs
Seasonal theme packs
Multi-language-ready grids
Consistent design rules for creators
This system allowed internal and external contributors to produce visuals that always looked unified and on-brand for MENA.
Outcome
Outcome
XTB MENA achieved a stronger, more culturally relevant visual identity across the region.
Engagement improved on seasonal and educational posts, and the brand gained a consistent presence that aligned with both global standards and local expectations.
The creative system we introduced enabled faster production, higher quality, and a more unified brand perception across all MENA markets.
XTB MENA achieved a stronger, more culturally relevant visual identity across the region.
Engagement improved on seasonal and educational posts, and the brand gained a consistent presence that aligned with both global standards and local expectations.
The creative system we introduced enabled faster production, higher quality, and a more unified brand perception across all MENA markets.
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Stay Ahead in FinTech Marketing
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