TAFIS - Brunei's Government Financial System
2024
Corporate
A New Look for a New Era
Treasury Accounting and Financial Information System (TAFIS) recently celebrated 20 years of service, commemorating the massive strides in development and their impact on Brunei’s financial sector. Behind the scenes, TAFIS 2.0 was in the midst of its development, an updated and upgraded accounting system that aimed to streamline payment processes and improve efficiency for all registered vendors across the nation.
The modernisation and digitalisation of the payment system reflected a major change in the company’s operations moving forward, and TAFIS felt like the organisation needed a refreshing new look to mirror this change. Thus, they approached AICREATIVV for a company rebrand and a new logo design that visually encapsulates their transition towards the modern era.
Treasury Accounting and Financial Information System (TAFIS) recently celebrated 20 years of service, commemorating the massive strides in development and their impact on Brunei’s financial sector.
A Nod to the Post
TAFIS positions themselves as an institution that embraces and embodies change, while still acknowledging and appreciating one’s roots. Therefore, we created a visual brand and identity that demonstrates the evolution of their organisation into a modern and versatile service, but makes a nod to their origins as an integral government body in Brunei.
We began by designing a motif inspired by the ‘Silubang Bangsi’ pattern commonly found on Brunei’s traditional woven textiles (known as “kain tenunan”). We incorporated the cyclic and symmetrical characteristics of these patterns into the final icon design. Four iterations of the Jawi character ‘ﺕ’ (pronounced ‘ta’) make up the central design, a direct infusion of the company’s identity into the icon.
A Step into the Future
The motif was injected into the brand by meticulously arranging repetitions of the icons to take the form of a letter ‘T’, the first letter of the company name. This design is inspired by artistic interpretations of the digital world, which often emphasises connectivity. The motifs are closely interconnected with each other, like units of data coming together to form an intricate network. There is a subtle shift in the size of the icons going from left to right, paralleling TAFIS’ transition from the old to the new.
To further deepen TAFIS’ connection to their internal identity as a Bruneian institution and the government’s primary payment system, royal teal and gold were selected as the brand’s colours, which convey a sense of regality and sophistication. The font chosen for all copy and typography design was intentional: Proxima Nova, a sans serif typeface, is simple and easy to read, helping to maintain TAFIS’ professional corporate identity and strengthen their position as a reliable and client-centric institution. These creative decisions, including the final logo design, all add up to portray TAFIS as an adaptive, reliable, and integral component of Brunei’s economy.
Reinvented, Refreshed, Renewed
TAFIS’ goals for a rebrand was a representation of a deeper desire to adapt with the technological advances of the modern century, and we were more than happy to be a part of that change. Our collaborative efforts resulted in a refreshing new look that TAFIS was able to launch alongside the TAFIS 2.0 system, a revitalised brand that exhibits their growth in the past 20 years and paves the way for continuous improvement moving forward. We hope the complete brand guide we created will prove useful in helping to develop a strong and cohesive brand identity that will, time and time again, demonstrate TAFIS’ unwavering advocacy for efficiency and improvement.
Roles
Visual brand and logo designed by Amal Osmera and Iman Shamsuddin
