Tawakkalna
Shift to Simplicity: Transforming Public Services
From Health Response to Everyday Utility
Over time, humans have continuously sought ways to simplify processes to streamline operations, increase efficiencies and ultimately, live easier and better lives. This fundamental need explains the pervasive success of mobile phones as constant companions and apps as extensions of our consciousness.
Recent times have underscored the power of apps in managing and efficiently global and local challenges. Tawwakalna, an app developed by Saudi Data & AI Authority (SDAIA), exemplified this by effectively managing COVID in KSA.
After the pandemic, as normalcy resumed, app stores began removing related apps. However, SDAIA had ambitious plans for Tawwakalna: to centralize the vast array of features and services offered through apps and thus align with market and consumer trends towards super-apps and integrated digital ecosystems.
The app’s strong association with the pandemic raised a critical question: should the name Tawakkalna be retained, or should a new brand be created for what was envisioned as a one-stop shop for all Saudi citizens, digitizing all government services?
A New Era for Tawwakalna
Despite its track record of success during the pandemic and strong brand metrics, Tawwakalna faced strategic challenges for growth. Interbrand was tasked with determining the optimal decision: whether to maintain the Tawwakalna brand or create a new one from scratch.
Upon thorough analysis and considering the implications of a name change after accumulating such brand equity, Interbrand recommended retaining the Tawwakalna name, as it was then one of the most recognized digital applications in KSA, holding strong associations with trust and affinity.
Additionally, “Tawwakalna” is a powerful expression of faith and reliance. Its rich cultural roots provided ample space for creative activation and further integrated usage as a coined term in Saudi life. Research revealed enviable brand equity for Tawwakalna, indicating the brand name didn’t pose a barrier for growth.
Nevertheless, it was necessary to overcome the COVID associations through a strategic rebranding that addressed Tawwakalna’s brand strategy, architecture, and identity, reflecting business priorities while avoiding consumer confusion.
Transforming E-Government Through Simplicity
The rebrand needed to maintain brand awareness and positive associations, allowing Tawwakalna to expand its services and reinforce brand trust without dilution. The goal was to become the digital companion facilitating life for Saudis. The new Tawwakalna brand aimed to engage users with simplicity, agility, and convenience – essential traits for any app, especially one managing interactions with the government. Thus, the entire brand narrative centered around “Smart Simplicity.”
Visually, the brand required a modular, intuitive and engaging look that worked seamlessly throughout the entire digital customer journey. Geometric shapes were chosen as a resemblance of simplicity, combined entropically to convey variety and convenience.
A new color palette was developed, highlighting orange as a vibrant color reflecting energy, optimism and affordability, and scarlet, associated with joy and passion. A palette sophisticated enough to elevate the brand high above the standards of the likes for governments and institutions.
With its launch and ongoing implementation, Tawwakalna aims to become the #1 national government app in KSA by downloads and daily active users. In July 2024, it already had a user base of 32 million people.
Tawwakalna’s transformation from a pandemic response tool to a comprehensive super-app underlines the enduring value of simplicity in technology. By addressing both the practical and strategic challenges, Interbrand helped in turning Tawwakalna into a vital part of Saudi life, proving that through well-executed branding and strategic innovation, even the most established names can successfully evolve and thrive.