Doji is a UK startup born in 2019 that aims to change the consumption habits of electronic products such as smartphones and tablets, contributing to a more sustainable planet. Through an intelligent and transparent pricing platform, Doji makes it much simpler and more reliable to buy and sell used products so that they gain new life and are not discarded as e-waste, thus reducing the environmental impact.

Along with the company's growth came the need to create a bolder and more consistent message for the public, which would come through an in-depth brand strategy and a clear and assertive market positioning. The main challenge was to capture the unique essence of the brand and translate it into a verbal and visual identity that created the desired perception by the public and differentiated it from the competition.

Through immersion with the client, it was identified that the main needs revolved around building awareness and trust for the brand, for this it was essential to express more clearly, consistently and transparently what the company is and what it does. The answers came from discovering the essence of the brand, which unfolds in three main pillars: the intangible and unique value that the product offers to consumers, sustainability as a lifestyle and a human and empathetic consumer experience. These pillars were the basis for the entire strategic development that later gave rise to visual and verbal expressions.

The strategy gave rise to the new verbal and visual identity, both bringing to light everything the brand needed to convey confidence to the public: a more friendly, simple and empathetic tone of voice; positivity; more vibrant photos and colors; more organic graphic elements, referring to nature and sustainability, one of the main pillars of the brand. All of this combined brought the personality the brand needed to create a more meaningful connection with consumers.