Art Direction, Branding, Content Marketing, Digital Ads, Project Management, Web Design
Zapproved Brand Refresh
Before I joined Zapproved, the brand hadn’t been updated in almost 10 years. The visual style was aged, didn’t resonate with the audience, and looked like a law firm. As a legal ediscovery SaaS company I knew it had to change that and update the brand to feel like a modern technology company.
After socializing and receiving approval from the senior leadership team, I worked on creating a new visual brand style with nods to Zapproved’s history. I changed the green to be more accessible and blurred it together with the original yellow and blue to create a fun lively gradient. After many months of several logo iterations, competitor analyses, and playing with icon styles, I landed on the final pieces you see here.
Company Logo
Refreshed twice in the time I was at Zapproved during 2020 and at the end of 2022. The most important factor in the second update was removing the Z-icon from the main logo since it was also in the product logo.
Business Stationery
Website
*Note: Current dotcom website is being sunsetted after acquisition and is no longer being maintained.
Sales Pitch Deck
Display Ads
Guides and Whitepapers
Product Workflow Model
My Role
Led the rebranding effort for the company starting with building a walking deck to socialize why it was necessary with preliminary ideas to senior leaders. While working on iterations and getting final approval on the logo, I built a communications launch plan with all the planning for what rebranded templates would be needed. Partnered with legal to get copyrights for the new logo. Designed all the templates (slides, docs, letterheads, business cards) and updated social media, created Zoom backgrounds, stickers, display ads, and made website updates. Partnered with UX and Product Teams to ensure logos were updated and colors translated well to the product.
Art Direction
Branding
Content Marketing
Digital Advertising
Project Management
Web Design
Outcomes
Improved employee engagement with the brand in all departments. Many appreciated the logo change and begged for new t-shirts and stickers.
Improved brand recognition. A Customer Success Manager informed me they were excited the new logo helped customers pronounce the company name properly as “Zapproved” and not “Z-Approved” (previous logo was all caps).
Improved sales and confidence for the Account Executives. After presenting the new pitch deck they said they actually felt like a tech company.
Kudos directly from customers when they saw the brand changes. Sent messages to the Customer Success that they loved the new logo.
Implemented a digital asset library in Airtable increasing brand consistency and recognition across the organization and with vendors. Library included approved fonts, logos, colors, iconography, and photography with detailed notes.