Equal to Trust, Equal to Credibility

Sarrafkhaneh is an established, walk-in exchange house in Tehran — but building a brand in finance, especially on social media, comes with its own problems. On one side you have to reach audiences with very different needs and very different levels of financial literacy. On the other, you have to teach, without the content drifting toward clickbait advice, inflated promises, or selling signals.

Along the way Donoghteh worked to find the right language and the right form for Sarrafkhaneh. From videography and motion graphics to the use of AI, we tried a range of visual styles and picked the one that fit each subject.

The work did not stop at content. We tested different flows and different media for Sarrafkhaneh too — from billboards and BTL to a range of formats and communication platforms — to see where each message lands hardest, and in what form.

What came out of it was a path toward a financial brand that can teach, build trust, and actually connect with its audience — without spending its own credibility to get seen.