Zebra Technologies
Better Every Day
Zebra’s 50-plus years of category leadership have been built on a legacy of tried-and-true hardware integrity that has driven business operations and transformation across nearly every industry. As Zebra looks to the next 50 years, it ushers in a huge transformation. From new acquisitions, product innovation, and growth, it was time for Zebra to show the world its broader ecosystem of solutions-based offerings.
The Work:
CREATIVE STRATEGY
BRAND STORY
BRAND IDENTITY
PHOTOGRAPHY & VIDEO CONTENT
PACKAGING DESIGN
WEBSITE DESIGN
CAMPAIGN DEVELOPMENT
The Opportunity
ZEBRA’S BRAND STORY WAS OFF KILTER.
Zebra’s products improve the lives of billions of people around the world every day, but the brand struggled to create a deeper connection and build a broader understanding of its impact.
That was largely due to a product-focused story; however, as the company and its offerings have grown, the brand has become misinterpreted, siloed, complicated, and rigid. This has impacted the business from the inside out.
It was time for a story that balanced a deep-rooted purpose with a legacy of high-quality product—uniting the two through the human experience.
The Approach
Working alongside Zebra’s internal agency, I facilitated onsite workshops to explore the brand. We dreamed big about what the future of Zebra could be, crafting a creative strategy and brand identity that showcases how Zebra stands at the forefront of innovation in a rapidly evolving frontline.
CREATIVE OBJECTIVES:
Clearly explain to the world what the brand stands for and where the business is going.
Craft an identity that brings the story to life in a way that is compelling, stands out in the market, and resonates globally.
Invest in telling our story at scale to grow brand awareness globally and impact business growth and sales pipelines.
Every technology company is focused on shaping the future. But at Zebra, we believe the future depends on today.
We live in the now because our decisions today inform what we face tomorrow. That's why we focus on the real-time progress on the frontline. Zebra's legacy spans over five decades of unwavering innovation, each stride geared towards empowering you to seize the potential of today. Every facet of our programs and devices is meticulously crafted to equip you with the tools needed to navigate the complexities of the present with confidence and efficiency. Because when you own today, you can create a better tomorrow.
The Solution
BRAND IDENTITY
Front and center of the brand’s new positioning and look is a philosophy of making each day better. We reimagined every aspect of the customer experience to fit with the new ethos defining the brand. From establishing their brand identity, creating an authentic communications strategy, and implementing that into their product portfolio and package design. This, in turn, created a brand experience that not only transformed the business but also rebuilt the culture of the company.
The Outcome
A brand story and messaging framework that united their fragmented business under a cohesive rally cry.
A design system that simplified, modernized, and elevated the brand to reflect its position as category leader.
An enhanced packaging and digital experience to bring the brand across all touchpoints.
A renewed sense of passion within the company.
