Dhiway

Core Brand Assets

Brand Strategy
Brand Communication
Brand Identity
Visual Expansion
Website UI/UX

Highly engineered furniture solutions that make space for life

Dhiway, a blockchain company was expanding its offerings. What started out purely as a credentialing application (MarkStudio) today also boasts of CORD (the fastest, most scalable blockchain), a wallet & several other services.

Their problems were 3-fold –
  • Multiple incohesive messages going out to their audience
  • The brand identity was not in line with their current offering reality
  • Their offerings lacking a scalable architecture

    • Brand Strategy

    USP

    Dhiway’s clear differentiation from the rest of the blockchain players was achieved by a combination of the following-
  • Low friction - Achieved by bringing absolute certainty of data.
  • Population scale - Achieved by Dhiway’s technology being designed for scale right from the get-go.

    • Purpose

    From our workshops, one constant takeaway was that the digital world in its current form lacked trust & was broken. Taking a cue from that insight, we crafted a brand purpose statement clearly defining Dhiway’s ‘Why’.

    Brand Promise

    Once Dhiway’s ‘Why’ was defined, we created their ‘How’. The brand promise was articulated as ‘Reshaping the digital future’.

    The word ‘Reshaping’ was carefully chosen to –
  • Indicate how the existing digital world needs to be rebuilt into a more trustworthy place
  • Suggest that this will always be an ongoing task for Dhiway and hence the deliberate use of a present continuous tense

    • Brand Identity

    The idea of ‘Reshaping the digital future’ was represented visually by the concept of ‘Turning the page’.

    Concept note

    In a world rampant with data breaches and digital clutter, we find our trust and convictions often being put to the test.It has become the need of the hour to begin a fresh chapter, to turn over a new leaf. Achieving certainty in the digital world is no longer a far-off dream. With Dhiway, it’s just the turn of a page.

    The Dhiway identity visualizes the story about moving towards a digital world filled with confidence and belief, visually represented by the circles moving from the dark to light.

    Brand Architecture

    We gave structure & direction to Dhiway and its offerings by following a hybrid architecture that was a combination of –

  • Branded house - Followed by Dhiway R&D
  • House of brands - Followed by Dhiway solutions

    • Reasoning

    The architecture was recommended keeping in mind Dhiway’s brand life cycle. At this stage, Dhiway had the resources to focus on 1 brand, and that needed to be the parent brand. The strategy also kept in mind the following –

  • Once Dhiway’s solutions achieve scale, they could be fully independent of the parent brand
  • The R&D projects could leverage Dhiway’s name to gain traction & followership
  • Currently, all offerings would follow Dhiway’s brand language to reduce the load of managing multiple brands

    • Brand Personality

    The blockchain ecosystem needed an accountable and confident voice to bring in credibility. Dhiway embraced that role by staying away from the tropes that have become synonymous with cryptocurrency blockchain companies.

    Dhiway is bold, dependable & confident.

    Colour system & typography

    Unlike most tech and blockchain companies with visual tropes of blues & blacks, we saw potential in ‘purple’ and ‘yellow’.  Our brand colours & typeface (Aeonik) were chosen to showcase the bold yet dependable nature of Dhiway.

    Our iconography takes forward the usage of gradient. The icons were created on an 8pt grid keeping in mind the extensive digital usage.

    Website

    The Dhiway website was built on Wordpress to ensure robustness and easy maintenance. We wanted the website to feel fluid yet functional. The intenionally unorthodox layout was a key design decision for this website.