Elevating expression
THE CHALLENGE
Digikala interacts with millions daily—customers, partners, government officials, and employees—each requiring a distinct style. The brand’s partial verbal identity wasn’t aligned with its overall strategy, causing a discordant mix of tones. Under time pressure, with multiple approvals needed and creative teams wary of “tone police,” the question arose: how to unify these varied channels under one cohesive voice without stifling personal flair?
“…beautiful work and, of course, very important. I know a lot of effort went into it.”
THE SOLUTION
We tackled the challenge by mapping out Digikala’s entire verbal landscape, from government memos to chat support scripts. By interviewing department heads, we discovered their unique pressures and forged a sense of shared ownership. Using these insights, we created a set of guidelines anchored in Digikala’s core brand essence but flexible enough to handle each team’s needs. Right-and-wrong examples for grammar, tone, and punctuation made the rules straightforward and relatable.
For seamless distribution, we designed an interactive PDF as a clickable roadmap while also printing versions for teams who preferred a tangible resource. A pilot rollout let us refine the document and training sessions before expanding further, with a Verbal Identity Guardian ensuring ongoing alignment.
THE RESULTS
Today, the Digikala Verbal Identity aligns every touchpoint—from SMS alerts to in-house memos—under a consistent, on-brand tone. Rather than dictating exact words, the guidelines show teams how to communicate with clarity and cohesion. That shift has erased confusion over how to express Digikala’s voice, and the founders praised the project as both “beautiful” and “important.” Employees now speak with a unified approach, and brand perception has notably improved among partners and customers—proof that teaching people how to say it, rather than what to say, truly resonates across millions of interactions.
