Brand Identity and Website Redesign | 2020

The Challenge
The existing logo combined text and imagery in a composition that lost clarity at small sizes, limiting its use across digital platforms. On the website, advertising dominated the upper portion of the homepage, overshadowing news content. The challenge was to establish a stronger presence as a news outlet, improve content visibility, and create a readable, adaptable identity while maintaining the number of advertisements.

My Approach
I developed a flexible logo system with custom Persian and English lettering, an accompanying icon, and horizontal and vertical configurations. These variations accommodated different spaces, with or without Persian text, including social media profiles.
I reorganized the homepage to present more than 50 news items within its upper half, anchored by a prominent lead story and image. Rotating GIF advertisements displayed ads sequentially in shared spaces, maintaining their number while giving news greater prominence.
The visual identity drew on Iranian miniature painting, with turquoise as the primary colour to express its Iranian roots. For news categories such as economics, immigration and COVID-19, I combined characters inspired by the Shahnameh with category typography to create distinctive headers, connecting the digital experience to Iranian art and literature.