AIFC has been a key strategic player in Kazakhstan since 2019. As the organization expanded its products and directions, the client approached us with a request to evolve their visual identity while keeping the existing logo. The challenge was to create a flexible and dynamic brand system that reflects this growth. We redefined the logo’s meaning: no longer just the outline of the EXPO pavilion where AIFC is based, it has become a metaphor for a magnet – a center of attraction for people, investments, and opportunities. This idea of magnetic pull became the foundation of the new identity.
AIFC has been a key strategic player in Kazakhstan since 2019. As the organization expanded its products and directions, the client approached us with a request to evolve their visual identity while keeping the existing logo. The challenge was to create a flexible and dynamic brand system that reflects this growth. We redefined the logo’s meaning: no longer just the outline of the EXPO pavilion where AIFC is based, it has become a metaphor for a magnet – a center of attraction for people, investments, and opportunities. This idea of magnetic pull became the foundation of the new identity.
To bring the concept to life, we developed a custom photo bank of magnetic and metallic textures, harmonized with graphic patterns and stylized depictions of magnetic fields.
To bring the concept to life, we developed a custom photo bank of magnetic and metallic textures, harmonized with graphic patterns and stylized depictions of magnetic fields.
In 2025, the identity entered a new stage: we infused it with national elements to highlight international projects and events. You can explore the full concept development process here.
Explore the Ethno-Style of AIFC 2025