Karaya Branding Project

At the heart of every brand lies a story waiting to be told—a narrative that defines not only its past but also paves the way for its future. The Karaya project was such a story for Shahrtash Studio: a complex, exhilarating challenge brimming with opportunities to reinvent a brand and breathe new life into it.

The core challenge of the Karaya project was uniting 30 of the country’s top entrepreneurs—each a formidable leader with their own successful business—under the Karaya umbrella. This collective aimed to build a platform where seasoned investors and visionary startups could come together. Branding for such a group was no ordinary task. We needed to craft an identity that not only brought these strong-willed individuals closer but also kept them aligned. Shahrtash Studio took on this challenge and emerged triumphant.

The first step was designing Karaya’s brand strategy, a journey into the values and aspirations that define this network. We sought to uncover the essence that would set Karaya apart from any similar platform. Through extensive research, analysis, and dialogue, we developed a strategy that defined Karaya’s brand identity and set the course for its growth. At its heart, Karaya is not merely a platform but a pivotal space—where capital meets ideas, and growth begins.

Brand Vision

Karaya Brand Vision

To help create an ecosystem of Iranian entrepreneurs where groups, regardless of geographical, political, cultural, or economic limitations, have the opportunity to realize their value-creating ideas.

Brand Mission

Karaya Brand Mission

To create valuable opportunities by connecting investors and experienced professionals on one hand, with high-growth-potential startups on the other, to the right and effective resources—including capital, expertise, knowledge, and skills. Through this process, Karaya plays a role in the development of Iran's entrepreneurial ecosystem.

Brand Promise

Karaya Brand Promise

Karaya promises to provide all its stakeholders with real opportunities where “developed ideas” can evolve into scalable startups, and investors, as well as experienced professionals, gain access to new individuals, perspectives, and markets.
Karaya’s commitment to its stakeholders is this: even a single step with us will broaden your mindset, expand your horizons, and increase the opportunities available to you.

Brand Archetype

Karaya Brand Archetype

The Wise Supporter

Goal: Growth through wisdom
Strategy: Expanding knowledge and information to help others
Brands with this archetype: IBM, Toyota, Johnson & Johnson, AARP
Characteristics: Open-minded, generous, powerful, and benevolent
Karaya leverages the wisdom, knowledge, and expertise of its team to foster growth, empathy, and innovation. By prioritizing research and innovation, Karaya develops new services that enhance the lives of its stakeholders. It is a credible and trustworthy brand, deeply understanding the industries, markets, and areas of its stakeholders. Karaya remains aware and attentive, focusing on creating a positive impact on the world.

Brand Values

Karaya Brand Values

Upholding ethical standards in all professional interactions

Transparency to build trust

Deep empathy and understanding among stakeholders

Prioritizing collective well-being over individual gain

Commitment to creating a better world for everyone

Structured operations within measurable frameworks and continuous process improvement

Reliance on knowledge and experience rather than impulsive emotions

Lifelong commitment to valuing education and learning

Strategic, long-term thinking instead of opportunistic decisions

Purposeful innovation to expand industry and market boundaries

Accountability for the consequences of all decisions and actions

Professionalism in all communications and processes

Independence from governmental, institutional, or trade organizations

Freedom of decision-making for individual and collective investors

Avoidance of political, social, cultural, or trade biases favoring specific groups

Brand Personality

Karaya Brand Personality

Sociable

Karaya is known for connecting with peers of its caliber. While it maintains independence in thought and originality in character, part of its identity is shaped through interactions with others. It gives and takes from others and is diligent, determined, and strategic in cultivating and preserving relationships, as people are the assets of its life.

Curious

Despite its vast experience and expertise, Karaya remains insatiably eager to learn and discover more. It is a passionate questioner who uses every opportunity to engage in conversation, expanding its mental boundaries. Karaya challenges biases and sets aside assumptions to view the world through the fresh perspectives others open to it.

Competent (Effective/Efficient)

Karaya either refrains from committing to a task or ensures it is accomplished. It thrives in complex situations and manages time and resources skillfully, ensuring nothing is left undone. Karaya’s presence guarantees impactful results and problem-solving. It not only welcomes being judged on performance outcomes but insists on it.

Key Messages

Karaya Key Messages

Opportunity

Karaya’s core message revolves around discovering and expanding opportunities—opportunities that help build better people and a better world. Regardless of the audience’s role, Karaya creates avenues for growth:

Self-actualization

Through shared experience and continuous learning on a reliable and purposeful platform, both sides progress toward personal growth and unlocking their potential.

Networking

Finding people who share our concerns doesn’t just expand our professional network; it also pulls us out of our individual mental bubbles, giving us the assurance that we are not alone in life.

Risk-taking and Breaking Barriers

We might be the masters of our own realms—industries, professions, businesses, or markets—but the world is larger than our kingdoms. We seek opportunities that introduce us to new worlds and open the gates of the future.

Entrepreneurship

Beyond the desire to expand businesses and generate more income, the main motivation for entrepreneurs to persevere is creating new opportunities for society.

Tagline and Slogan

Karaya Tagline

Value-Generating Investors Network

Karaya Slogan

Business Elevated by Investors

Brand Story

Karaya Brand Story

Our story unfolds in the reception hall of a conference center during a break or lunch hour, on the sidelines of an event where leaders of industry and economy have gathered to celebrate top entrepreneurs.
A young student, his face a mix of fear and shyness, gathers his courage and quietly approaches one of the tables. In a soft voice, he introduces himself to a seasoned entrepreneur seated at the table, deeply engaged in conversation. In less than two minutes, the young man shares his admiration for the entrepreneur, his passion for the industry, and his dream of achieving similar success someday. Moments later, with a mix of amazement and joy, he is saving a phone number on his mobile phone.

The opportunity to meet someone who can change our lives and set us on a new path is a privilege that depends more on walking the right road than on mere luck. A road where we step in sync and converse with the right people, holding each other’s hands without halting our progress.
The joy of this companionship and the comfort of not being alone on life’s journey—whether for seasoned entrepreneurs or young dreamers—are the heart of our story, which Karaya resolves. We are an opportunity for connection and camaraderie, bringing the right people together.

Brand Position

Karaya Brand Position

Brand Statement

Karaya Brand Statement

Karaya exists at the intersection of visionary investors, experienced value-creating entrepreneurs, and young, energetic forces within Iran’s entrepreneurial ecosystem. Its purpose is to create value by identifying opportunities and bridging them together.

Countless investment opportunities, knowledge transfers, and market-building potentials lie with credible, seasoned entrepreneurs in traditional industries, yet many remain untapped. Simultaneously, there are groundbreaking ideas that have been tested, achieved initial results, or even formed fledgling businesses but are halted by barriers of experience or capital.

Karaya removes these barriers, breaks down mental and other limitations, and connects experienced entrepreneurs and promising talents to create a thriving future.

Brand Characteristics

Karaya's Brand Characteristics (Dos and Don'ts)

Karaya is eager to teach, learn, share experiences, and disseminate knowledge, both operationally and in its public persona. It interacts with its audience with empathy, support, and a nurturing spirit, avoiding unnecessary interference (manipulation) and micromanagement.

Karaya's strength lies in wisdom, experience, and expertise, which it uses to engage empathetically rather than from a place of weakness. While Karaya does not need interaction, it values and welcomes it.

Karaya places a premium on knowledge and expertise, consistently adhering to these values in everything it communicates. It avoids excessive theorizing or empty rhetoric, blending expertise with practical experience.

Karaya maintains an open mind, free from prejudice and preconception, remaining receptive to fresh ideas in all areas related to the brand, including rules and processes. At the same time, it steadfastly upholds its ethical and professional principles.

Through its wisdom, Karaya aims to connect the right people effectively. Networking is its mission, and it is meticulous about ensuring maximum efficiency in these connections.

Target Persona Profile

Karaya's Target Persona

General Description

Age: 45–65 years
Occupation: CEO/Chairman
Family: Married with children
Residence: Tehran (frequently traveling to major Iranian or international cities)
Personality: Extroverted, hardworking, optimistic, and confident

Biography

Mohammadreza Karsaz, the owner of a successful 20-year-old business, built it from scratch to a stable and thriving enterprise. With a tightly packed schedule, he continues to work diligently, not for financial gain but out of passion for entrepreneurship, innovation, and growth.

He has extensive industry connections and a strong reputation. He actively participates in industry-related events, ensuring he connects with colleagues and peers. Annually, he sends gifts or greetings for occasions like Nowruz to business partners and even competitors. Karsaz tracks the achievements of others in his field and takes genuine pleasure in bold ideas that contribute to industry growth. He is highly committed to personal growth and also strives to elevate his organization.

Karsaz diligently follows industry news and trends, as well as updates in economics, foreign policy, and technology. He is particularly curious about emerging technologies and influential businesses like Digikala, Snapp, Alibaba, and Divar, as well as trends such as cryptocurrencies, blockchain, artificial intelligence, and IoT, though his knowledge in these areas is incomplete.

He uses social media sparingly due to time constraints but has recently become more active on LinkedIn, engaging with colleagues. He is also contemplating sharing entrepreneurial stories on Instagram and is happy to provide advice to those who reach out for guidance.

Goals

To replicate his past successes in a new industry or field
To leave behind a legacy beyond his company and income
To expand his personal growth and push his mental boundaries
To socialize and exchange ideas with peers he admires for their professional and personal achievements

Concerns

Valuable ideas or experiences may not find the opportunity to be implemented or shared.
Falling behind the rapid pace of modern developments and new technologies.
Lacking peers who understand his personal and professional concerns or who can guide him with equal or greater expertise.

Obstacles

Is this the right place for investment? Among several options, why should Karaya be prioritized?
Will joining a new community make him feel out of place or inadequate? Are the people he meets at the same level as him?
If he invests in training—especially his valuable time—will it be worthwhile? Will the results justify the effort?
Will his personal or business privacy and confidential information be protected in this new environment?

Incentives

Promotion 15%

Fear 15%

Growth 100%

Power 90%

Social 90%

Favorite Channels

Traditional Ads 90%

Online & Social Media 45%

Referral 100%

Guerrilla Efforts & PR 90%

Private Events 100%

One-on-One Meetings 100%

With the strategy in place, we turned to verbal identity. Karaya’s voice needed to reflect its mission and character—a voice that was both trustworthy and inspiring. Every word, from messaging to taglines and slogans, was meticulously crafted to tell the brand’s story. The tagline, “Value-Generating Investors Network”, encapsulates Karaya’s essence in a few powerful words, offering a concise yet profound narrative.

Next came the creation of Karaya’s visual identity, a vital element in translating the brand’s soul into imagery. The logo, with its converging lines meeting at a central point, symbolizes Karaya’s two key audiences: entrepreneurs and investors on one side, and young innovators and startups on the other. The convergence point represents Karaya itself—a space where ideas and capital come together. From this point, one line rises upward, illustrating the growth that Karaya fosters for its community.

Beyond the logo, every detail of Karaya’s visual identity—from its color palette and typography to its digital presence and motion identity—was crafted to create a cohesive and lasting impression. The digital identity bridges aesthetics with seamless user experiences, while the motion identity breathes life into the concepts of growth and convergence through elegant animations.

For Shahrtash Studio, the Karaya project was an opportunity to demonstrate how the magic of branding can transform ideas into compelling narratives. We didn’t just design a logo or choose colors; we revitalized the brand, told a lasting story, and delivered a seamless experience.

Today, Karaya is more than just a name—it is the starting point of growth. It is where our branding magic truly begins.

At Shahrtash Studio, we thrive on challenges that demand creativity, strategy, and storytelling. If you’re ready to transform your brand into a story that captivates, inspires, and grows, we’re here to make it happen. Let’s create magic together. Contact us today.