Empowering growth
I created a new identity for Digikala Group—parent to Iran’s #1 e-tailer—that unified 17 ventures under one powerful brand without overshadowing a single one.
THE CHALLENGE
After years of organic expansion—from a single e-commerce platform into 17 ventures serving millions—Digikala needed to introduce a formal umbrella brand: “Digikala Group.” The brand leadership committee and I had already defined the underlying architecture, but we still faced a critical question: how to distinguish this new parent identity from the beloved Digikala platform while ensuring it guided, rather than overshadowed, each venture? Some ventures operated autonomously; others leaned heavily on the original brand. We needed a unifying mark that signalled a new era of backstage support, without relinquishing Digikala’s uplifting heritage.
“David turned a complex challenge into an elegant solution—giving us a brand that reflects who we are and where we’re going.”
THE SOLUTION
I began by revisiting our brand architecture insights, confirming that Digikala Group was meant to be a supportive, behind-the-scenes presence—empowering its 17 ventures rather than stealing their spotlight. Although we weren’t obligated to use Digikala’s original smile, I saw an opportunity to pay subtle homage to the namesake. Inspiration struck in the form of a “throbber”—that rotating icon suggesting active, ongoing work. We refined it to include 17 trailing lines, each representing a venture at the time of the Group’s inception. At certain angles, these arcs formed a gentle smile, quietly tying back to Digikala’s familiar warmth without relying on the original icon.
Next came translating this metaphor into a coherent brand toolkit. We selected a near-black primary palette to keep the Group visually understated, reserving Digikala’s signature red only for critical highlights. This approach acknowledged existing brand equity while carving out space for the Group to stand apart. Typography followed suit: lighter header weights suggested guidance rather than dominance, reflecting our aim to let each subsidiary’s identity shine. Internally, a softer secondary palette emphasised the human element behind all the technology, underscoring how true innovation thrives when teams feel supported rather than directed.
To bring this to life for stakeholders, we needed more than a static logo. I proposed a high-energy video introducing the throbber concept and showcasing Digikala Group’s influence across diverse ventures. By focusing on everyday operations—warehouse logistics, product brainstorming, and customer support—we illustrated the Group’s quiet oversight in real-world scenarios. I scripted and narrated the piece to emphasize one key takeaway: while each venture commands its own spotlight, Digikala Group is the steady hand ensuring smooth progress in the background.
THE RESULTS
The founders approved the throbber-smile concept on the spot—an instant sign-off that brought a deep sense of pride, given their stature within the organization. Within weeks, teams across all 17 ventures integrated the new identity into their branding materials, delighted to see a parent brand that elevated rather than dominated. By threading a subtle nod to Digikala’s roots into a design that championed behind-the-scenes support, Digikala Group emerged as a confident, unifying force—proof that sometimes the strongest brand statement is the one quietly powering everyone else’s success.
