How do you rebrand a tech company in a competitive space?

The Challenge

Carving out a unique identity

Zappi (formerly ZappiStore) is a technology startup that uses automated consumer insights to help brands make better decisions: from driving business growth, to shaping product development and enhancing advertising effectiveness and guiding branding efforts. Operating in a cutting-edge space Zappi needed to differentiate themselves and better communicate their brand identity. They partnered with Blue State Digital to undergo a rebranding that would allow them to demonstrate their value to insights specialists. 

The Approach

Using Zappi to rebrand Zappi

Our goal was to make Zappi’s clients feel confident and excited about using their services. We worked with all levels of the organization, from the C-suite to cross-functional team members, to develop an approach to differentiating Zappi in the market. We used Zappi’s own platform to develop and test 27 logo variations. Our iterations followed the data, but we did not blindly follow that data; our designs married what was resonating with test audiences with our strategy and the aspects of the original logo Zappi wanted to maintain — and what would stand out from other consumer insights brands.

The New Brand

Trustworthy — yet rebellious

We delivered a comprehensive brand identity with a new, vibrant, modern design system, including a new logo, a new name, and a new narrative to underpin their communications. It embodies the heart of Zappi as a forward-looking, fun technology company that continually disrupts. True to the brand’s DNA, the new logo’s color scheme is unexpected and fun. The rounded edges wink at the “bubble” elements of their original logo, while utilizing a cleaner, more modern font. During this collaborative process, ZappiStore dropped the “Store” from their name, making their brand more at home in the modern tech landscape. Beyond their new logo and visual identity, we also helped them define the tone of their communication and the way they tell their brand story across email, social, and their website. The new brand debuted in June on Zappi’s site.

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