Divar
Campaign art direction and an AI mascot connect Divar’s marketplace categories through a shared red visual language.
An online classifieds marketplace in Iran, connecting people with new and second-hand goods, homes, vehicles and services.
Connect different marketplace campaigns through a shared visual language, and introduce an AI character that belongs within it.
Key visual design, art direction and AI mascot identity.
Campaign imagery, a character system and a family of category assets for digital touchpoints.
The useful connection here is a common stage rather than an identical composition. Category objects can change while colour, scale and listing cues keep the work recognisable.
Design by Ali Komeili. Presentation imagery recreated from the original project references.
What the work needed to connect
Connect different marketplace campaigns through a shared visual language, and introduce an AI character that belongs within it.
A marketplace in recognisable scenes
Furniture, electronics and cars each anchor a focused campaign scene. Listing cards connect these objects to the marketplace, while red holds the series together. Scale and composition change with the message.
From a listing to a visual family
The campaign scenes establish a red stage before the character and category assets enter the story. Showing those layers separately makes it possible to see what belongs to the marketplace and what the assistant adds.
A character built to help
The AI mascot uses an ivory body, articulated arms and an amber display. Gestures and expressions adapt to different moments of discovery. Its restrained construction keeps the character connected to the wider campaign language.
The visual language becomes interactive
Three-dimensional category icons carry the campaign direction into an interface study. Selection states and restrained motion clarify which category is active. The interactive example below shows how this visual family behaves on screen.
Divar · Interactive 3D categories
What I take from this direction
The useful connection here is a common stage rather than an identical composition. Category objects can change while colour, scale and listing cues keep the work recognisable.