communication theory: o’dar
contents:
[1] reflection on the course material. narrative visual strategy.
[2] presentation of the o’dar brand for a general audience.
[3] presentation for a professional audience.
[4] how we arrived at the strategy.
[5] a list of literature and sources of images.
[1] reflection on the course material. narrative visual strategy.
trough the theoretical part, we came to conclusion that the most valuable point for our brand is the narrative visual strategy. At the start, communication was perceived to be only the transmission of information, but after studying the course materials it became obvious: it is not about a pair of strokes with information, it is about creating a storytelling and values. The sender constructs a system through visual and verbal symbols that the receiver interprets within own meaning.
it becomes clear that any poster, package, or interface is more than merely a «picture»-it is a purposeful message. Designers work with signs and symbols, and how these elements are chosen and combined shapes the meaning the audience will interpret. This is where the semiotic tradition is crucial: it’s not enough to depict an object; one must grasp the meanings behind it.
-сommunication is «a relational process of creating and interpreting messages through verbal and non-verbal symbols, shaped by context.»
the critical tradition, especially the Frankfurt School, adds another layer of understanding. It demonstrates that brands and visual systems are far from neutral-they convey specific ideologies, reinforce social roles, and promote consumption patterns. Design thus participates in maintaining the social order, even when it seemingly focuses only on what is «appealing» or «pleasant.»
ultimately, design is understood as a controlled process of constructing meanings. When creating communication, designers constantly decide what worldview to present, which values to normalize, and which rhetorical strategies (including logos, ethos, pathos, and digital rhetoric) to employ in order to persuade their audience.
[2] presentation of the o’dar brand for a general audience.
— who we are:
o’dar is a company that creates and sells various, sometimes custom, creative gifts in Russia. our idea is to combine creative gifts on one platform and help in solving the age-old problem of not knowing what to give someone for an occasion.
(logo)
- who is the brand created for?
- for people aged 15 to 30 with different incomes; - for residents of Moscow and other cities in Russia; - for young people who want to give (or purchase for themselves) designed items - for an audience that values aesthetics and creativity - for designers and creators with small businesses
regarding communication theory, we first define the audience as a segment of the context that influences the meaning of our messages.
- brand message:
- main slogan: «creative gifts, one platform.»
- supporting slogan: «inspiration for every occasion.»
through these slogans is possible:
- apply the narrative paradigm by telling a story about easing the gifting experience with creativity and individuality, making the brand more than just a collection of products but a source of meaningful moments; - define core values such as creativity, thoughtful giving, personal connection, and accessibility; - emphasize the idea that o’dar is a bridge between creative makers and people who want to give something special, blending design with personal expression.
- o’dar becomes a simplification and joy of the consumer’s life — whether it’s gifts to friends, celebrating personal achievements. Also, o’dar is a chance for young and experienced creators to put their products up for sale.
— o’dar brand values:
- creativity and individuality: an emphasis on unique, carefully designed pieces that stand out from the crowd, reflecting both the creator’s vision and the giver’s personal touch.
- easy gift-giving: o’dar solves the headache of finding the right gift and provides a wide range of meaningful objects for important occasions.
- supporting creators: by supporting young designers and creative entrepreneurs, we create a community that values originality, craftsmanship, and mutual growth.
[3] presentation for a professional audience.
Brand platform and positioning:
Category: creative gifts and designed objects marketplace (mid-price segment).
Positioning: «o’dar is a platform that brings together creative gifts and independent creators, turning the stressful act of choosing a present into a simple, aesthetic, and meaningful experience.»
From Craig’s communication theory perspective, the brand can be analyzed through several interconnected «lenses»:
• semiotic (visual language of creativity, individuality, and design-driven objects), • sociocultural (modern gifting practices, self-expression, and the growing value of supporting local creators), • critical (rejection of mass, impersonal consumption in favor of thoughtful and emotionally charged objects), • rhetorical and digital rhetoric (clear and accessible messaging that positions o’dar as a bridge between creators and consumers across digital platforms).
(the palette of shades)
Visual strategy:
Yellow — a code for joy and the moment of giving. Green — a code for growth, creativity, and support. Orange — a code for energy, playfulness. Blue — a code for trust, reliability, and balance.
These colors merge into soft gradients, emphasizing flexibility, creative flow, and the idea of inspiration.
(individual custom figurines)
Within our brand a wide range of gifts created by different makers is presented.However, a unified packaging system brings them together into a visual language, reinforcing brand recognition.
The gifts are available both as ready-made items and as custom pieces created on demand.
(individual custom figurines)
[4] how we arrived at the strategy.
- choice of approach:
o’dar operates within an interpretive framework: instead of focusing on sales figures, we analyze meanings and develop strategies as a collection of culturally grounded, meaningful messages.
(gift cards)
- from the definition of communication to the brand:
we understand communication as the process of creating meaning through the use of symbols and interactions within a specific context.
o’dar brand is a system of messages: digital, packaging and advertising.
- for every part we describe:
- who the sender is (o’dar), - who the receiver is (target audience), - through which channels we deliver our message, - which meanings and symbols o’dar planned to show.
(packing paper)
- choosing Craig’s traditions.
in our project we usually use some of them:
- semiotic tradition for working with design: color, fonts, pattern, and logo as a system: - critical tradition for reflecting on the ideology we convey, including. - sociocultural tradition for analyzing consumption rituals and the ideal of the easier way to buy a creative gift in which we position our brand. - rhetorical and digital rhetoric traditions for crafting persuasive messages such as slogans, texts, storytelling, and guiding the brand’s behavior on the platform.
- theory in the design process:
the theory of communication functioned not merely as abstract knowledge but as a practical framework. It offered essential tools to transform a creative concept into a professionally grounded and strategically validated communication event. This approach ultimately facilitated meaningful engagement and opened the path to genuine dialogue with the industry, bridging the gap between creativity and strategic execution.
(packages)
[5] a list of literature and sources of images.
Digital Marketing Course // HSE University. — 2024. — URL:https://edu.hse.ru/course/view.php?id=133853 (дата обращения: 10.12.2025).
Patel N. Target Market Paid // Neil Patel Blog. — 2024. — URL: https://neilpatel.com/blog/target-market-paid/(дата обращения: 10.12.2025).
Branding Strategy Insider // Branding Strategy Insider. — 2024. — URL: https://brandingstrategyinsider.com/ (дата обращения: 06.12.2025).
Statista // Statista. — 2024. — URL: https://www.statista.com/ (дата обращения: 29.11.2025).
Houston M. Unlock the Secret to Higher Earnings With a Solid Marketing Strategy // Forbes. — 12.09.2024. — URL: https://www.forbes.com/sites/melissahouston/2024/09/12/unlock-the-secret-to-higher-earnings-with-a-solid-marketing-strategy/?ctpv=searchpage (дата обращения: 12.12.2025).
Gift Shop Marketing Ideas // POSAPT Blog. — 2024. — URL: https://posapt.au/blogs/gift-shop-marketing-ideas (дата обращения: 29.11.2025).
Gifting Trends and Strategies // Loyoly Blog. — 2024. — URL: https://www.loyoly.io/blog/gifting (дата обращения: 09.12.2025).
Pinterest Pin // Pinterest. — 2024. — URL: https://ru.pinterest.com/pin/4011087178579896/ (дата обращения: 13.12.2025).
Pinterest Pin // Pinterest. — 2024. — URL: https://ru.pinterest.com/pin/21040323255193527/ (дата обращения: 13.12.2025).
Pinterest Pin // Pinterest. — 2024. — URL: https://ru.pinterest.com/pin/1266706141397255/ (дата обращения: 13.12.2025).
