About the Saraye Zargarbashi Branding Project

The Saraye Zargarbashi Branding Project began in 2020 through a collaboration between atSIGN Advertising Agency and Paya Sazeh, the project’s real estate developer. From the earliest stages of development, atSIGN was responsible for creating a distinctive brand for a specialised gold and jewellery commercial complex in Isfahan.

The project’s main challenge was to build a modern commercial identity within a historically significant setting. Saraye Zargarbashi is located near the historic Jameh Mosque of Isfahan, so the brand needed to respect the cultural and architectural character of its location while presenting a contemporary and professional image for the gold and jewellery industry. The brand book describes the complex as a specialised centre created to unite commerce, heritage, and modern retail experiences.

Following market research and strategic analysis, atSIGN developed the name Saraye Zargarbashi and created the brand around the idea of connecting Isfahan’s commercial heritage with a new generation of specialised retail. The slogan “New Heritage” reflects this positioning and expresses the relationship between historical authenticity and modern development.

The Saraye Zargarbashi Branding Project was completed over approximately four months by atSIGN’s strategy, marketing, and graphic design teams. The project included market research, brand naming, slogan development, brand strategy, visual identity design, website design, social media development, advertising campaigns, and digital content production.

The visual identity was inspired by a combination of a diamond and the architectural form of the complex’s entrance. Gold and deep navy were selected as the main brand colours to communicate value, credibility, elegance, and trust. The brand’s core values were defined as authenticity, security, beauty, value, and peace of mind.

The primary audience of Saraye Zargarbashi includes gold and jewellery professionals, retailers, and specialised brands. Its secondary audience consists of customers looking for a credible and professional destination to purchase gold and jewellery.

As a result of the Saraye Zargarbashi Branding Project, the complex developed a clear and differentiated identity among Isfahan’s shopping centres and commercial complexes. The branding process increased credibility, strengthened audience trust, and helped position Saraye Zargarbashi as a specialised gold and jewellery destination in Isfahan.

Today, atSIGN continues to support the brand as its marketing and sales consultant, working across digital marketing, content production, social media, advertising campaigns, and long-term brand development.