Brand Identity
Consolidated brand house and refreshed visual identity for ZoomInfo to create a more consistent and sophisticated marketing approach.
The Problem
ZoomInfo's visual brand expression failed to keep up with the evolving product suite. The visual brand was disjointed by a history of acquisitions and products, each with their own sub-brand. This meant that the vast majority of ZoomInfo assets in market were void of the ZoomInfo name.
On a visual front, the brand expression wasn't particularly unique. For users of the brand across the company and external partners, the visual identity lacked the needed guiding principles for a scaling company.
ZoomInfo 2.0
Under my leadership and creative direction, we launchd the new visual identity of ZoomInfo. The year-long process involved a deep evaluation of our brand house, a refined primary logo and new product marks, and consolidated visual identity documented in our 120+ page Brand Book and extensive Figma Design System. In an effort to increase mental availability for our brand, we crafted a primary brand that was missing in our former system and artfully simplified our suite of products.
Logo
As a part of the new Brand Guidelines, we refined the primary logo for a more modern feel, applied a company-wide font change, and set appropriate contrast and visual ratios. See the guidelines linked below for a deeper look into how we protected our brand's most valuable visual asset.
Color
The rebrand involved a complete reworking of our color system. Previously the brand used different color palettes by product, negatively impacting our brand awareness. The new system includes primary, secondary, and extended palettes with extensive usage guidelines and accessibility standards. Furthermore, the system unified the color systems of Marketing and Product, which long existed in conflicting worlds.
Product Illustration
Formerly our product illustration was overly simplified and failed to exemplify the ease and power of our product. Under my leadership, we rebuilt illustration guidelines and created a library of product imagery. A scalable system of graphic elements subtly call back to our Brand House.
Templates
With the rebrand, we released a vast library of refreshed templates for social images, ebooks, pricing sheets, data sheets, decks, and more. Additionally we followed through to rebrand a massive library of existing content and equip employees company-wide to be brand ambassadors.
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The Results
The rebrand of ZoomInfo was immensely successful, greatly improving brand awareness metrics as measured by Blue Ocean. We empowered employees company-wide and external partners with an approachable set of guidelines and templates, resulting the a refined and unified look across all touch points for the new era of ZoomInfo.