Redefining brandscapes
I restructured the brand ecosystem of a #1 e-tailer into a clear, scalable architecture trusted by stakeholders across more than 17 ventures.
THE CHALLENGE
In the fast-paced world of e-commerce, Digikala Group’s rapid expansion introduced a hidden complexity: how to balance growth with a cohesive brand identity. While the introduction of sub-brands, endorsed brands, and standalone ventures demonstrated innovation, it also risked diluting trust and clarity. The true challenge? How to convince diverse stakeholders to align under a unified structure while preserving the individuality of each venture.
“David brought structure to complexity—his strategic clarity helped us align a growing ecosystem without losing what made each brand distinct.”
THE SOLUTION
Recognising that the foundation of trust built through Digikala’s e-commerce leadership needed to extend across its portfolio, we embarked on a strategic process. First, we benchmarked local and global brand architecture methods to create a hybrid approach tailored to Digikala’s needs.
Weekly steering committee meetings allowed us to secure leadership buy-in through data-driven proposals and iterative feedback. The solution integrated sub-brands under the master brand, provided endorsed brands with semi-independence, and retained the autonomy of standalone brands—all guided by core brand principles. A comprehensive brand architecture booklet and communication strategies ensured smooth stakeholder onboarding.
THE RESULTS
The impact was transformative. Leadership endorsed the architecture with full confidence, enabling seamless adoption across the portfolio. Sub-brands aligned under Digikala’s umbrella, endorsed brands benefited from association while maintaining flexibility, and standalone ventures gained clarity.
The cohesive framework future-proofed the brand’s scalability, reinforcing its market leadership. Additionally, the success of this initiative led to continued collaboration and new identity projects for the agency.
