Creating Donkee.
Although it wasn’t a fun road, it was a rewarding one.
BRAND IDENTITY DEVELOPMENT
Donkee was an emerging food delivery startup tailored for minimal fees, precise student location services, and fast deliveries directly from dining halls. It set itself apart from giants like GrubHub and DoorDash by employing students who were familiar with the campus layout, allowing them to navigate more efficiently. Those who signed up to deliver, known as "Donkees," earned commissions for each order they completed. Initially, the service focused on delivering from dining halls to freshman dorms, though it eventually expanded across the entire campus.
As the company was founded by four college guys, they were on the lookout for a graphic designer to craft a logo, manage social media, and design weekly ads for promotions and events. I seized the opportunity to shape their brand identity in February 2021. Excited to take on the challenge, I embraced a wide array of tasks beyond my initial commitment. Within the first fortnight, I created multiple logo designs, initiated the Instagram account, organized marketing events, crafted new ads, and spent countless hours in team meetings. The workload was intense and demanding, but I was determined to see it through.
A month into my tenure, I was offered a semi-permanent role at Donkee. Despite the increasing demands, I accepted, driven by my passion for design and a relentless work ethic. However, when I accepted and inquired about compensation, the ‘CEO’ offered me a single share in the company’s nonexistent stock. Later on, I discovered that all of my male coworkers were receiving weekly stipends for the hours they worked.
This disparity led me to reflect on my original objectives when joining Donkee. Despite the temptation to leave, I recognized the invaluable personal and professional growth I had achieved. My tenure at Donkee honed my design skills, time management abilities, forced me to be an advocate for my work, and above all, taught me to create at a rapid pace regardless of the environment. As the sole female in a challenging dynamic, I played a key role in the company's branding efforts. Unfortunately, due to financial mismanagement and internal conflicts, Donkee ceased operations within that same year. Though it ended, my journey with the startup left me with a portfolio of work and a compelling narrative of resilience and growth.
