Divar
Campaign imagery and an AI assistant character make Divar’s everyday marketplace feel familiar across categories and digital touchpoints.
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 campaign scenes, assistant expressions and category study share a recognisable setting. Colour provides continuity; the objects and gestures carry each message.
Design by Ali Komeili. Presentation imagery recreated from the original project references.
The things people find on Divar
A sofa, a phone and a car bring different people to the same marketplace. The campaign gives those everyday searches a common setting: Divar red, familiar objects and visible listing cards. An approachable AI character adds a helping presence, linking the campaign’s playful scenes to the practical act of finding something.
A helpful face in the marketplace
An ivory body stands out against the red stage, while the amber display carries the character’s expression. Articulated arms let it point, hold a pencil or guide a listing upward. Those gestures give assistance a visible role and keep the technology close to an ordinary marketplace task.
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
Interactive interface — open the live preview.
A visual family for everyday discovery
The campaign scenes, assistant expressions and category study share a recognisable setting. Colour provides continuity; the objects and gestures carry each message. The result gives Divar room to talk about different kinds of discovery while keeping a familiar face and visual language.