April 2020 |
Branding the largest social media platform for the Albanian market.
Exciting new social platform Dua.com was launched with the aim to connect Albanian people worldwide. The founders of Dua.com seek to establish this through a super-advanced application and overall social ecosystem established on three pillars: Dua Love, Dua Biz and Dua Help.
Through these services, Dua.com provides the Albanians a unique opportunity to connect world-wide and in all areas of their social lives, whether that means making new friends, engaging in a serious relationship or expanding their professional network.
This project involved a close cooperation between the Dua team lead by its CEO Mr. Valon Asani. And Trokit Agency Creative. As Mr. Asani noted, no better agency than Trokit can embark on the kind of creative ambition to develop a brand identity that contributes in connecting 12 million Albanians worldwide. Prepared for the challenge, Trokit’s objective was to craft a digital Albanian identity with the traditional Albanian symbol of the two-headed eagle, which was transformed into a contemporary logo that befits today’s modern and digital world.
By means of in-depth research into other emblems of Albanian tradition and culture, and through close interaction with the Dua.com team, additional features were integrated in the brand identity. Besides the two-headed eagle that historically represents the Albanians’ sense of unity despite their geographical distance, the symbol of Besa is another identifying component of Albanian culture, and a feature they take particular pride in. Meaning ‘Honor’ in English, Besa represents an unwavering kind of loyalty, spoken only when pledging truthfulness in words and actions.
The symbol of the heart, which universally represents love was tied into this cultural concept. Indeed, Dua means love in Albanian and together with Besa it entails a promise both spoken and performed by the placement of one’s hand on the heart. Tied together, these symbols formed the anchor upon which Trokit crafted the identity of the unique Albanian platform Dua.com. Along with the traditional black and red colors, and peculiar typography, the outcome is a brand identity that resonates with both the past and present, and brings the Albanians together in the digital world of the future.
