Cognition process

Based on the design thinking process, in the Martfar Design brand project, we first had to get a complete and in-depth knowledge of the company. 

Based on the subject of collaboration, the area we needed to identify was clarified.

We focused on the points that defined the brand framework, personality, and thinking.

The first meetings were held with Marjan Ahrabifard, the founder of Martfar. 

Then we held meetings with the board of directors and middle managers of the company.

Understanding Marjan Ahrabifard’s personal concerns, attitude, and purpose helped the MAKH team better understand why the brand was created. 

The importance of design

We realized that the founder of the brand, according to previous knowledge and understanding, is interested in the presence of design thinking and its effectiveness in the company’s strategy and branding.

In fact, we realized that design is his main concern in the creation and development of the furniture industry. 

Based on this concern, he created the Martfar brand.

The development of design in the furniture community and finally among the end consumer, with the unique taste and design and aesthetics of Mrs. Ahrabifard as the main attitude was palpable.

Therefore, in order to move in the direction of this attitude and concern, the knowledge of MAKH’s team had to be deeper than the whole Martfar team.

We then held meetings at the level of middle managers and experts. We identified all the strengths and weaknesses of the company.

Brand Identity

Based on the needs of the client and the research of the MAKH team, we were faced with a problem in the field of the brand. 

The presence of design in brand thinking and strategy should have been felt.

This is the beginning of a multifaceted and deep project for Martafar.

But the prevailing idea in the mind of Marjan Ahrabifard and its transfer to the outside world played an important role in defining the Martfar brand.

Therefore, in our conversations, we had to form the identity of the Martfar brand based on the thought of the founder.

We saw the brand as an alive creature that tries to create an authentic and unique relationship with others.

Structure

The conversations took place in the structure of brand identity.

A structure that reflects Martfar thinking for the audience.

Both the audience and the human resources within the organization can easily recognize Martfar by studying them.

We identified titles and defined the structure based on them.

The first topic we discussed with Mrs. Ahrabifard was the “purpose” of the organization.

What is the purpose of creating and launching a brand that you are eager to grow and develop your brand?

We used the “5 whys” method that we usually use in the second stage of the design thinking process to get to the root of the question.

Finally, after talking with the management team and the CEO, we reached a specific purpose:

“Storytelling of authentic lifestyle”

Mission and purpose for which Martfar has been created. 

A narrative with the language of design in the world of furniture and accessories.

We will carry out other parts in the structure defined for the Martfar brand. A structure that expresses the essence and thought to the audience.