FOLDE STUDIO
Tirra — formerly Azawire — launched into one of the hardest positions a fintech product can occupy: the internet had already passed judgement. "Azawire" had gone viral in Nigerian fintech circles for all the wrong reasons, and the name had become synonymous with scam. But the problem wasn't the UI — it was perception. Public sentiment analysis and user review audits made it clear the real audience was people who had lost trust in crypto products entirely, and needed proof, not promises, before they'd tap a single button. The brief was to rebuild from the ground up.
A rebrand in fintech is not just a visual exercise — it is a trust rebuild. Before the redesign, Azawire had 100 users, a 30% activation rate, and 10% retention: a product technically live but emotionally rejected. The redesign had to do two things simultaneously — create a new identity credible enough to erase the old association, and redesign the product experience so that first-time users could understand and complete a transaction without dropping off. Three surfaces — iOS, Android, and a web landing page — had to ship as one coherent system, under one new name, at the same time.
We defined Tirra's inner world as "clarity over features" — a product that earns every tap instead of overwhelming users with a feature-heavy dashboard. The North Star was deceptively simple: show the live exchange rate. The most honest signal was also the most trust-building one, and it became the filter for every screen, every flow, and every word. The visual world reframes Tirra from a scam-adjacent app to a credible financial product — a distinct, ownable design system with tokens, components, and interaction patterns that replaced the scattered, feature-led hierarchy of Azawire. Every screen, from onboarding to the send flow, reads like a guided journey rather than a dashboard of options, with visible status transparency and confirmation feedback at every step.
Applied across iOS, Android, and the web landing page simultaneously, this system makes Tirra feel like one cohesive voice instead of three disconnected surfaces. The core transaction flow was cut from 9 steps down to 3. Onboarding was rebuilt around the user's trust journey rather than the product's feature list. The rebrand was delivered end-to-end — name, token, and component system shipped together across all 3 surfaces in 8 months, before raising a single round of funding.
The result is the first cohesive identity Tirra has ever had — connecting every screen in the product under one system instead of nine fragmented steps. Users could finally explain what the product was for, something they couldn't do before the redesign. Before the redesign, Azawire had just 100 users, a 30% activation rate, and 10% retention — a product technically live but emotionally rejected. After the rebrand, Tirra grew to a 600+ person waitlist, with 250+ active pilot users and over 1,000 beta transactions processed. The product secured key infrastructure partnerships with Sudo, SafeHaven MFB, Bridge by Stripe, and cNGN — all before raising a single round of funding. More than a rebrand, Tirra became proof that clarity — not capital — is what earns trust back first.
“Before the rebrand, users couldn't explain what the product was for. After, they were funding wallets and moving money through it. That shift didn't come from new features — it came from clarity.”
— Founder, Tirra