It’s the Era of Digitent; We’re Just Living in It
- Nada Armanious
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Where do you venture beyond the norm, the conventional? The basic? As a platform driven by a passion for the extraordinary, Grail has aptly partnered with Digitent to meticulously design the ideal branding logo that resonates with the magazine’s essence. Digitent, an exceptionally creative agency, operates under the ethos of “you attract what you embody.” It brings together a team of dedicated storytellers, brand strategists, creatives, and producers who believe in the potential of your concept and endeavor to depict it in an unparalleled creative manner—not merely to impress, but to leave a lasting impact. The company’s portfolio speaks volumes, showcasing collaborations with some of the most influential entities in the market.
Digitent’s approach to Grail’s new logo, with its rich red tones and vibrant accents juxtaposed with a luxurious font, introduces a refreshingly unorthodox allure that harmonizes perfectly with the magazine’s vision and identity. In today’s dynamic landscape of branding and content creation, seizing the opportunity to delve into the process of crafting a modern, futuristic appeal for Grail and out-of-the-box identity for other companies is truly irresistible.
Photo provided by Digitent
Digitent’s launch nearly three years ago feels like a distant memory, given the significant impact it has had since then. Can you share how the company originated and developed into its current form?
Nirvana Bebars, Co-founder and CEO: When I started Digitent, it actually had nothing to do with what it is now. I didn’t have a structured plan for how I wanted things to progress. I didn’t even know what the company’s focus would be. All I knew is that I had an insane rolodex and that I was going to put it to use.This is a company that started with zero capital and just two team members. Shortly after the start, Jessie Abdallah and Omar Goweini joined as partners, and we were able to divide and conquer. With Jessie’s corporate background and studies in psychology, we were able to solidify the branding and strategy department to work closely with clients on their positioning. Omar, on the other hand, is an architect with a completely different background. His attention to detail and organizational skills truly bring magic in terms of management, structure, and finance. The three of us have very different personalities, and I think this is what has shaped the company into what it is now. We like to call ourselves a Creative Agency, where we work with different industries across the board, from fashion and real estate to lifestyle and beyond.
Nirvana Bebars, Co-founder and CEO: When I started Digitent, it actually had nothing to do with what it is now. I didn’t have a structured plan for how I wanted things to progress. I didn’t even know what the company’s focus would be. All I knew is that I had an insane rolodex and that I was going to put it to use.This is a company that started with zero capital and just two team members. Shortly after the start, Jessie Abdallah and Omar Goweini joined as partners, and we were able to divide and conquer. With Jessie’s corporate background and studies in psychology, we were able to solidify the branding and strategy department to work closely with clients on their positioning. Omar, on the other hand, is an architect with a completely different background. His attention to detail and organizational skills truly bring magic in terms of management, structure, and finance. The three of us have very different personalities, and I think this is what has shaped the company into what it is now. We like to call ourselves a Creative Agency, where we work with different industries across the board, from fashion and real estate to lifestyle and beyond.
Photo provided by Digitent
How has your architectural background assisted you in the creative industry?
Omar El Goweini, Co-founder: With a foundation rooted in architecture and interior design, my passion for aesthetics and functionality has been the cornerstone of my career. As a former architect, I honed my eye for detail and my ability to envision spaces that blend form with purpose. This expertise translated seamlessly into the world of graphic design and branding, where I crafted visual stories that resonate and engage. My journey took an entrepreneurial turn when I joined Digitent World, a digital creative agency where innovation meets execution. Here, I leverage my extensive experience in production and design to drive growth and deliver impactful digital experiences. As a managing partner, I am not just overseeing operations; I am actively involved in fostering a culture of creativity that empowers our team and delights our clients. The key to Digitent’s success is not particularly being the most talented or exceptionally skilled. It has more to do with passion and hard work. We pour our hearts into what we do, and this ultimately creates outcomes that are not “perfect” but definitely real and relatable.
Omar El Goweini, Co-founder: With a foundation rooted in architecture and interior design, my passion for aesthetics and functionality has been the cornerstone of my career. As a former architect, I honed my eye for detail and my ability to envision spaces that blend form with purpose. This expertise translated seamlessly into the world of graphic design and branding, where I crafted visual stories that resonate and engage. My journey took an entrepreneurial turn when I joined Digitent World, a digital creative agency where innovation meets execution. Here, I leverage my extensive experience in production and design to drive growth and deliver impactful digital experiences. As a managing partner, I am not just overseeing operations; I am actively involved in fostering a culture of creativity that empowers our team and delights our clients. The key to Digitent’s success is not particularly being the most talented or exceptionally skilled. It has more to do with passion and hard work. We pour our hearts into what we do, and this ultimately creates outcomes that are not “perfect” but definitely real and relatable.
Photo provided by Digitent
How does research play a role in Digitent’s approach to rebranding?
Jessie Abdallah, Co-founder: Research plays a vital role in rebranding. You do not want to steer away completely from the original identity or the brand’s core values, yet you want to meet new objectives. The research phase is focused on identifying the visual elements that we want to keep from the original identity and those we want to change. During the research phase, we also need to understand the market trends, the competition, and the benchmarks; to be able to stand out in the market. Another important part of the research phase is actually understanding and identifying the target audience to make sure the new identity resonates with them. The most tricky part in the research phase is finding the sweet spot between being trendy and still being true to the brand’s core values and finding a direction that will last.
Jessie Abdallah, Co-founder: Research plays a vital role in rebranding. You do not want to steer away completely from the original identity or the brand’s core values, yet you want to meet new objectives. The research phase is focused on identifying the visual elements that we want to keep from the original identity and those we want to change. During the research phase, we also need to understand the market trends, the competition, and the benchmarks; to be able to stand out in the market. Another important part of the research phase is actually understanding and identifying the target audience to make sure the new identity resonates with them. The most tricky part in the research phase is finding the sweet spot between being trendy and still being true to the brand’s core values and finding a direction that will last.
Tell us about the Digitent family and the importance of teamwork in your projects.
Nirvana: I’ve always believed that the best business decision you’ll ever make is correctly choosing the people you’re going to work with. Everything else flows from this decision. We’re not a big company, so culture matters a great deal to us. I hire people based first on their personality and then on their talent. We’re really like a small family, and I’m so thankful for that. We all have each other’s backs, and that’s priceless. Since we’re a small team, we’re almost always all involved in the major projects. This teaches us a lot about each other, and we are able to work smarter.
Nirvana: I’ve always believed that the best business decision you’ll ever make is correctly choosing the people you’re going to work with. Everything else flows from this decision. We’re not a big company, so culture matters a great deal to us. I hire people based first on their personality and then on their talent. We’re really like a small family, and I’m so thankful for that. We all have each other’s backs, and that’s priceless. Since we’re a small team, we’re almost always all involved in the major projects. This teaches us a lot about each other, and we are able to work smarter.
How did a friendly sit-down between Digitent’s co-founder, Nirvana Bebars, and Grail’s founder lead to Grail being rebranded?
Nirvana: Sheri and I have always been friends, yet we had never worked together. When we sat down and Sheri suggested we work together, I was so excited. But I told Sheri we had to change everything. Literally. Grail is such a powerful name and brand; it needs to appeal to the right crowd. I really felt that with Sheri’s grand vision and with our witty and avant-garde approach, we could create something fresh.
Nirvana: Sheri and I have always been friends, yet we had never worked together. When we sat down and Sheri suggested we work together, I was so excited. But I told Sheri we had to change everything. Literally. Grail is such a powerful name and brand; it needs to appeal to the right crowd. I really felt that with Sheri’s grand vision and with our witty and avant-garde approach, we could create something fresh.
How did Digitent approach the task of ensuring the new logo effectively represented Grail’s identity and resonated with its target audience?
Mona Zanana, Art Director: It was crucial to understand the essence of Grail: being the ultimate go-to source for everything, your Holy Grail for all-things relevant. As a team, we recognized that the previous brand identity fell short of capturing Grail’s ethos and blended in with other magazines in the market. The approach was to create a logo that was bold and unique. By focusing on these qualities, Digitent ensured that the new logo not only reflected Grail’s identity but also stood out, effectively communicating Grail’s commitment to being ahead of the curve and always up to date. Digitent also emphasized finding a typeface with an almost abstract quality, nodding to Grail’s appreciation of all things creative. Additionally, selecting a daring color was paramount, as it needed to make a bold statement—a visual declaration that Grail was the definitive go-to source.
Mona Zanana, Art Director: It was crucial to understand the essence of Grail: being the ultimate go-to source for everything, your Holy Grail for all-things relevant. As a team, we recognized that the previous brand identity fell short of capturing Grail’s ethos and blended in with other magazines in the market. The approach was to create a logo that was bold and unique. By focusing on these qualities, Digitent ensured that the new logo not only reflected Grail’s identity but also stood out, effectively communicating Grail’s commitment to being ahead of the curve and always up to date. Digitent also emphasized finding a typeface with an almost abstract quality, nodding to Grail’s appreciation of all things creative. Additionally, selecting a daring color was paramount, as it needed to make a bold statement—a visual declaration that Grail was the definitive go-to source.
Can you provide insight into the creative challenges faced during the rebranding process and how they were overcome?
Raghda Bahaa Eldin, Senior Graphic Designer: Some of the challenges we faced during the rebranding process included coming up with different concepts and new directions that aren’t too similar to the old branding, while still being able to deliver a similar overall brand story with a clearer brand identity. When it comes to the actual rebranding, we start with working on extensive research and then we proceed with designing by experimenting with various layouts, design elements, and numerous color palettes to craft a unique identity. Our main aim for the final brand identity is to effectively communicate the brand’s personality and evoke feelings that resonate with the audience and are well thought of.
Raghda Bahaa Eldin, Senior Graphic Designer: Some of the challenges we faced during the rebranding process included coming up with different concepts and new directions that aren’t too similar to the old branding, while still being able to deliver a similar overall brand story with a clearer brand identity. When it comes to the actual rebranding, we start with working on extensive research and then we proceed with designing by experimenting with various layouts, design elements, and numerous color palettes to craft a unique identity. Our main aim for the final brand identity is to effectively communicate the brand’s personality and evoke feelings that resonate with the audience and are well thought of.
What was the biggest takeaway or lesson learned from the rebranding project that Digitent could apply to future collaborations?
Jessie: Rebranding is much more than a visual direction; it is about creating an overall creative strategy that fits within the business and marketing goals of the brand. When working on a logo, especially during rebranding, we need to look at the overall picture from a business and marketing perspective. There are so many aspects and details that need to be met. We also need to consider all possible applications for the logo and how the new identity will fit the overall tone of voice of the brand, including within articles, the topics chosen, and the photography style and direction. People usually look at rebranding as merely changing the logo or making it more hip; however, at Digitent, we take a strategic approach to ensure it all speaks the same language.
Jessie: Rebranding is much more than a visual direction; it is about creating an overall creative strategy that fits within the business and marketing goals of the brand. When working on a logo, especially during rebranding, we need to look at the overall picture from a business and marketing perspective. There are so many aspects and details that need to be met. We also need to consider all possible applications for the logo and how the new identity will fit the overall tone of voice of the brand, including within articles, the topics chosen, and the photography style and direction. People usually look at rebranding as merely changing the logo or making it more hip; however, at Digitent, we take a strategic approach to ensure it all speaks the same language.
What’s your vision for the future of Digitent?
Nirvana: A couple of days ago, I found a roadmap that Walt Disney had created for his empire. I thought it was funny because I had also sketched a similar plan for Digitent. I always like to think big, even to the point where it’s a bit delusional. When I sit and look at our current portfolio, I’m always incredibly grateful to God. We are currently in an expansion phase, with small bases in Saudi Arabia and the UAE. That’s all I’m going to say for now.
Nirvana: A couple of days ago, I found a roadmap that Walt Disney had created for his empire. I thought it was funny because I had also sketched a similar plan for Digitent. I always like to think big, even to the point where it’s a bit delusional. When I sit and look at our current portfolio, I’m always incredibly grateful to God. We are currently in an expansion phase, with small bases in Saudi Arabia and the UAE. That’s all I’m going to say for now.