I developed an internal branding concept for Dotus, a commerce brand built around customer needs and the essence of its products.
Internal branding brings teams together and builds an authentic brand from within. It helps customers trust the brand and employees connect with the company’s vision and values.
Drawing on Dotus’s existing philosophy, “Putting the finishing touch on products,” I defined three core concept keywords and developed a new internal brand identity.
The symbol begins with a circle representing observation. Extending to the right along the viewer’s gaze, it traces a path of exploration and ends in a luminous dot—a period representing “essence” that completes the identity.
