NAs X Agency is a forward-thinking marketing firm specializing in cutting-edge strategies for businesses across various industries. They approached our creative studio seeking a comprehensive 360 branding project to revamp their identity and establish a compelling presence in their market.
Dhaaga Brand Guidelines by Vidhi Shah
EOD's Process
Discovery Phase
We began by understanding Dhaaga’s vision, mission, and values through in-depth discussions with the founder, Farheen. We identified the brand’s core message of unity, cultural connection, and community support.
Brand Strategy
We crafted a brand strategy focusing on Dhaaga’s mission to connect and support the Desi community. Key elements included. Creating platforms for Desis to share their experiences, stories, and traditions. Ensuring all services and content are culturally relevant and resonate with the Desi audience. Celebrating and promoting talents from the community, fostering a sense of belonging and pride.
Logo Design
The logo needed to embody Dhaaga’s essence of connection and cultural heritage. After brainstorming and sketching various concepts, we created a logo featuring a stylized thread weaving through the letters of “Dhaaga,” symbolizing the connection among Desis. The elegant yet simple design ensured versatility and memorability.
Implementation
The new branding was implemented across all touchpoints, including the website, social media, marketing materials, and community events. We ensured consistency in messaging, visuals, and tone to build a strong and recognizable brand identity.
Increased User Engagement
The cohesive brand identity and compelling story attracted a larger audience, resulting in increased user engagement on the platform.
Stronger Community Connections
The community hub concept fostered deeper connections among users, with more people sharing their experiences and bonding over common roots.
Enhanced Cultural Relevance
The culturally authentic services and content resonated well with the target audience, reinforcing Dhaaga’s position as a trusted platform for Desis.
Growth in Service Providers
More service providers from the Desi community joined the platform, expanding the range of culturally relevant services available to users
Conclusion
The transformation of Dhaaga’s brand identity was a journey of discovering and articulating the essence of connection, community, and cultural pride. By creating a logo, color palette, and brand strategy that resonated with the Desi diaspora, we successfully positioned Dhaaga as a beloved and trusted platform for Desis in America. Dhaaga continues to grow, uplift, and celebrate the incredible talents within the community, providing a taste of home no matter where the journey takes them in the USA.