Shoofi

Overview

Shoofi is a fast-growing classifieds startup based in the UAE, offering a fresh alternative to legacy platforms like Dubizzle. Designed for anyone looking to buy or sell everyday items locally, Shoofi is not a marketplace, but a modern classifieds solution with a friendly, human touch.

The platform’s mission is to make selling and buying simple, safe, and rewarding – while feeling like a trusted neighbor, not a corporate engine. Shoofi approached Palm Bureau to develop a full-scope visual identity, digital presence, and brand system that could support their launch and long-term growth.

Services

Brand strategy and positioning
Brand identity
Web design concept
App design concept
Marketing collateral
Creative guidelines for social media

We started by defining Shoofi’s core positioning in the UAE classifieds landscape. The strategy focused on differentiating Shoofi as a friendly, helpful, and local-first platform—not a corporate marketplace, but a human-centered community tool. We articulated its values around simplicity, trust, and everyday usefulness, creating a strategic foundation that informed every creative decision across the brand.

Brand strategy and positioning

Creative approach

From the beginning, our goal was to make Shoofi feel like a friendly local presence, not just another generic classifieds website. We set out to build a brand that feels approachable, helpful, and human. The visual and verbal identity was carefully crafted to reflect warmth, simplicity, and everyday relevance. We used bright colors, open layouts, and playful graphic elements to make the experience feel welcoming. Rather than leaning into corporate language or overly technical design, we focused on a tone and look that feels familiar, like something made for the community, by the community. The result is a brand that stands out in the UAE classifieds space with clarity, friendliness, and emotional connection at its core.

We designed a modular, responsive homepage and key pages for Shoofi’s web presence. The layout combines clarity and energy, with large visual modules, clear calls to action, and space for promotional content. Visual hierarchy, color usage, and typography all reflect the brand’s character. The web design ensures that Shoofi is as intuitive and trustworthy on desktop as it is on mobile.

Web design concept

Brand identity

We developed a full visual identity system built to express warmth, clarity, and approachability. The logo is bold yet minimal, instantly recognizable across digital and physical touchpoints. The color palette is vibrant and energetic, centered on Shoofi Green, with fresh accent tones to support various categories and moods. The typographic system is modern and legible, adaptable to both functional UI needs and expressive marketing. All core elements were documented in a detailed brand book to ensure consistency and scalability.

We developed a broad set of brand assets to support both launch and ongoing marketing. This included digital banners, print flyers, event materials, and merchandise. Each asset follows the same visual logic: bold layouts, consistent color use, and friendly typography. The system is designed to be both recognizable and flexible—ready for category-based campaigns, activations, and user education.

Marketing collateral

App design concept

For the mobile experience, we created a clean and intuitive UI concept that aligns with the brand’s tone and priorities. The interface features structured navigation, branded icons, and accessible flows for browsing, listing, and messaging. Every screen reinforces the brand through consistent color use, typography, and visual cues—ensuring a seamless experience from discovery to transaction.

We defined a comprehensive content strategy and visual system for Shoofi’s core platforms – Instagram, TikTok, and Facebook. Each platform had a tailored approach: visual storytelling on Instagram, trend-driven short videos on TikTok, and educational value content on Facebook. We also introduced a brand persona to unify the tone across channels and bring emotional consistency. The tone of voice is human, helpful, and warm, focused on building community, not just driving transactions.

Creative guidelines for social media

Outcome

Shoofi launched with a distinct identity that clearly differentiates it in a competitive market. The cohesive branding system ensures a seamless experience across app, web, social, and offline channels. From its color palette to its content voice, Shoofi now connects with its audience not just as a platform – but as a presence they trust. The foundation built by Palm Bureau enabled Shoofi to grow with confidence and clarity, establishing its position as one of the most promising classifieds startups in the UAE.