A clearly defined public image

Enabling justice begins with rigorous organization and support that strengthens decision-making.

The General Secretariat of Zakat, Tax and Customs Committees is an independent judicial entity that provides comprehensive legal, technical, accounting, and administrative support to the Zakat, Tax and Customs Committees, enabling them to perform their duties with efficiency and a high degree of professionalism. The Secretariat strengthens committee readiness, organizes workflows, and supports the adjudication of disputes within an institutional framework that safeguards consistency and independence while improving the quality of decisions.

Hawyia strengthened the Secretariat’s profile as an independent entity by creating a marketing framework that articulated its role in clear, measured language and made its specialized concepts more accessible. The work centered on professional content, precise messaging, and visual assets reflecting the Secretariat’s stature and regulatory role—giving it an institutional presence appropriate to the nature of its work. This formed part of a long-term partnership that reflects the Secretariat’s confidence in Hawyia’s approach and its ability to manage and develop the organization’s marketing presence over time.

Scope of Work

• • Built an integrated marketing strategy that reinforces the Secretariat’s independence and clearly and professionally defines its role and position within the financial ecosystem.
• • Crafted core messages and established a tone of voice grounded in justice and impartiality, guiding stakeholders toward a more precise understanding of dispute pathways and related procedures.
• • Reframed the Secretariat’s communications presence through targeted campaigns that make information easier for key audiences to understand and connect each service with its institutional values.
• • Developed a digital content architecture founded on simplicity and clarity, enabling the Secretariat to communicate effectively with specialist and general audiences alike.
• • Produced visual assets and a communications identity that convey institutional professionalism and support a consistent, scalable, and distinctive presence across digital platforms.
• Through this engagement, Hawyia repositioned the Secretariat in the institutional light it merits. The new framework increased understanding of its role, strengthened stakeholder confidence in its procedures, and consolidated its standing as an institution dedicated to justice.

Our Role

• Hawyia developed the campaign through a marketing methodology designed to build a clear, enduring perception of the Secretariat from the very first beneficiary touchpoint. We crafted accessible, uncomplicated messages and produced rich educational and awareness-led visual content that presented the Secretariat as an independent, impartial entity.

Our Role

• The work focused on transforming regulatory information into clear, understandable content that explained each service step by step without compromising accuracy or institutional rigor. Hawyia delivered this through professional visual and written content that made it easier for audiences to understand the services and choose those best suited to their needs.
• The campaign achieved more precise reach among beneficiary groups, reinforcing the Secretariat’s presence as an institutional umbrella that provides its services with clarity and confidence.