UX/UI and Brand Identity: Pardisa - Thesis Project

Despite the global interest in handcrafted goods, my country of origin, Iran, with its rich artistic and cultural heritage faces challenges in gaining significant visibility and market share internationally. This thesis, therefore, focuses on a comprehensive exploration of both historical and modern Iranian handcrafts, aiming to develop a digital platform in the form of a website serving as an e-marketplace complemented by educational content.

The goal is to develop and follow a brand strategy to create a strong brand identity and well-structured categories of content through the digital platform. The diverse traditional handcraft and educational content, offer detailed insights into the cultural context, artistic techniques, and the stories behind each craft. By creating a brand and platform that uniquely represents Iranian handcrafts, this project seeks to help expand and preserve the art, beauty, and traditions that have been inherited by generations, moreover making an economic supporting opportunity for local artists.

Introduce the Beauty of Iranian and Persian arts to the world. Our vision is to unveil the elegance and diversity of Persian arts and crafts to the world, making them universally accessible and appreciated.

Pardisa opens a window to the world, showcasing the rich tapestry of Persian arts, spanning from the ancient to the contemporary. Our platform serves as a vibrant marketplace, connecting the finest Persian artists and craftsmen with a global audience eager to explore and purchase their exquisite creations. Beyond a marketplace, Pardisa is a hub of knowledge, offering detailed educational content that not only unveils the fascinating history and techniques behind Persian arts but also explores the rich cultural traditions, provides tips like Persian-style home decoration, and celebrates events like Norouz. Our articles and online courses are designed to engage both newcomers and enthusiasts alike, inviting them to delve deeper into this captivating cultural heritage.

Gender: All

Age Group: 18-50

Geographic: International

Income: average to high incomes

Interests: Art, History, stories, craft and craft making, reading, bold fashion, interior design and decorations, maximalist designs, saturated color themes, luxurious workpieces, antiques, and unique artworks, exploring new genres

Characteristics: Detail-oriented, curious, explorative, artistic taste, poetic

The Persian word “Pardis,” is historically linked to the concept of walled gardens or paradise, which is believed to be one of the origins of the word “paradise” in English. In Persian culture, gardens are not merely spaces of leisure but sacred places that embody the ideals of harmony, beauty, and the synthesis of human craftsmanship with nature’s splendor.

The concept of Pardis is deeply woven into Persian arts, serving as a central motif in literature, poetry, and visual arts.

The name “Paradise,” with the addition of “sa” meaning “like” or “resembling,” is chosen to evoke the essence of these heavenly gardens. It signifies the intention of recreating the sublime beauty and perfection of Pardis through the craftsmanship of Persian art.

My inspiration for the logo design is driven by two elements of Persian art: Persian calligraphy and squinches in Persian architecture.

I chose Philosopher for my Logo design and Titles and Libre Franklin for the body copy

Persian arts, from miniature paintings to carpet weaving, architecture, and beyond, exhibit a vibrant color palette that embodies deep symbolic meanings and cultural significance.

Colors associated with Persian arts and crafts include Persian blue and indigo blue, turquoise, Persian green, Persian red, pink, orange and plum, gold, and Ivory. From this broad color pallet, I got inspired to choose 5 as the primary colors that best represent the brand identity and the vibrant diversity of Iranian art and crafts.