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The Ecommerce facilitator
Diatly is the turnkey platform that allows brands and marketplaces to work together easily and cost-effectively. It is a facilitator: it puts brands in touch with each other and enables them, via a single interface, to develop rapidly on e-commerce sites. Diatly works with La Redoute, Conforama, Amazon, the Fnac Darty group and Galeries Lafayette. Created in 2012, this French startup has more than 40 employees and raised 2 million euros at the beginning of 2018 to ensure its development in France and Europe.

We worked for 6 months on repositioning and rebranding the brand, initially called The French Talents. The new name, Diatly (from “Immediatly”, by Dominique David) is a powerful and imaginative summary of the strength of the solution. It will easily follow the company’s evolution, which promises rapid international expansion.
The new custom wordmark is a modern and graphic object. Formed of parallel segments, it tells the story of how brands and marketplaces move forward together thanks to Diatly. This meaning, evoked in a fligrane, is reinforced by the inclination of the I and the L (20° forward).

Combined with this new visual identity, a simple graphic code allows to tell the brand story. A set of 6 vivid colours – working exclusively in pairs -, a collection of geometrical pictograms illustrating the products sold by brands working with Diatly, the choice of Platform font, new explanatory diagrams and refined graphic compositions form the backbone of the new branding. We also ensured the design of the new website (in collaboration with Camille Raynal) as well as its integral technical development.
The presentation of the identity, crowned with success, took place gradually in front of all Diatly employees, then in the web and startups media.

(Photos credit office & team : Welcome to the Jungle)

Publications :


Brand strategy
Visual identity
Motion design
Naming / copywriting
Editorial design
Web design


Henry Lemoine


Yield Guild Games