CASE
Doji is a startup from the United Kingdom founded in 2019 that operates in the refurbished electronics market, such as smartphones and tablets. The company’s proposal is simple and sustainable: through a transparent and straightforward platform, Doji offers a fast and reliable way to buy and sell pre-owned devices, extending their lifecycle and reducing electronic waste.

Together, we worked on positioning and building a brand that communicates trust and consistency to the public. The goal was to establish Doji as a smart and accessible alternative within the tech resale market, translating this strategy into a distinctive visual and verbal identity capable of standing out from competitors.
strategy
Through immersion sessions with the client, we identified that the main needs revolved around building awareness and trust for the brand. It was essential to communicate transparency and reliability in what the company does and how it operates. The answers emerged from defining a strong positioning grounded in three pillars: trust in the process, sustainability as a real commitment to consumers, and empathy in the buying and selling journey.These pillars became the foundation for the entire strategic development, which later guided all visual and verbal expressions.
materialization
The strategy came to life through the development of Doji’s visual and verbal identity. The intention was to translate a practical, modern, and approachable tone into a system capable of standing out in a highly competitive category. We developed a visual language based on organic shapes, vibrant yet balanced colors, and dynamic compositions that communicate accessibility and energy. Combined with clear and direct messaging, the brand gained a strong and consistent personality across all touchpoints, reinforcing its positioning in the market.
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