Zebra

Zebra's brand evolution

Client

Zebra

Services

Strategy Voice Identity Visual Identity Copy & Content

Website

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Zebra work in spaces where design is essential to the experience – across retail, hospitality and beyond. In what was, and continues to be, a true creative partnership, we transformed Zebra from zbr.co.uk to zbr.global.

“It takes working with us to get to know the real Zebra,” commented a member of the Zebra team, during our brand discovery phase. We could see the point; Zebra is a global company with offices in the US, UK, UAE and Hong Kong who have a global reach, an expansive portfolio and a unique history. But the brand identity was still residing in the basement office they started out in over two decades ago. Times had changed. Zebra had changed.

Through our lens of new perspectives, we dug into their history, teasing out the best of the past and strategically bringing it forward in a way that would look and feel original, relevant and culturally connected.

After 23 years of a similar look and feel, Zebra cast their eyes inward. They wanted a brand that would open new avenues, connect with their B2B audiences and truly reflect who they are.

Under the strategic positioning of Design that Connects we pivoted Zebra to embody and impart what they deliver - the richness of the desired consumer and guest experience. Tactility, emotion and expression took centre stage – tools that enable human and sensory connection.

Using our archetype framework, we created a brand defined by magnetism, charm, influence and warmth who has a unique voice identity that immediately draws audiences in, enveloping them in Zebra’s designs.

Creatively honouring Zebra’s heritage was key – reflected in a visual identity that brings it all together; black and white text echoes the past while colour is pulled in from project palettes, championing the spaces Zebra design.

Rich description brings Zebra’s voice to life, transforming project case studies and article content into immersive experiences. Vibrant, sensory language works to parallel the consumer experience, imparting the feeling that readers are present in the space and are able to touch, taste, smell, see and hear every design detail.

Working across time zones, Zebra needed a creative solution that would ensure consistency across all their collateral and credentials packs. A flexible twelve column grid becomes a stage for Zebra's designs to take the lead while spotlighting copy. Together with an immersive 3D brandmark, we produced cross-channel creative, including the production of a company overview video that focuses on our strategic positioning of Design the Connects.