Projects - Yanni Davros

CLIENT

Canal

PROJECT TYPE

Brand Design

PROJECT YEAR

2022

The Challenge

Canal, a tech startup redefining dropshipping through curated brand partnerships, needed a bold new identity to reflect its growth, vision, and unique value in the B2B e-commerce space. Their original branding didn’t capture the elevated, futuristic-yet-human vibe they were striving for.

My Role

As the in-house senior brand designer, I led the full rebrand from initial concept to system rollout. I partnered with Canal’s leadership team and external brand strategists to align on vision, voice, and visual direction — translating brand strategy into a scalable identity system.

Process

Created a flexible visual system that included a new logo, iconography, typography, brand color palette, and usage guidelines.
Designed the “C” mark to evoke a desert caravan moon — a metaphor for movement, trade, and curation — drawing inspiration from Persian marketplaces and digital ecosystems alike.
Integrated the new identity across the company’s website, social media and print collateral.

Outcome

The rebrand helped position Canal as a premium, forward-thinking leader in the e-commerce enablement space.
Stakeholders reported improved clarity when pitching Canal’s model to retail partners and investors.
New visual identity was adopted company-wide and remains in use across all brand touchpoints.
Contributed to a measurable increase in demo requests and investor interest post-launch.

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Rebranding a Pioneering E-commerce Platform

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