During late 2012 through early 2013, I worked with stakeholders and internal focus groups to relaunch the Zerve consumer brand. The goal was to refresh the brand so that it was more modern in tone, look-and-feel and better aligned with the current consumer market space. As Design Lead, I iterated with our in-house team and designed the new company logo and the broader consumer-facing brand identity.
During the iteration process, I gathered feedback about the brand from many teams and put together an initial brand strategy rollup document. Working with this outline, I focused on logo designs that would capture the aspirational aspect of the Zerve brand. The logo and color palette conveyed that Zerve was a comprehensive, intuitive, go-to-source that empowered consumers to discover, select and book the best activities available quickly and easily.
The new logo that was created and refined featured a stylized “V” mark. The mark represented an abstract person and or location pin. It was fun, playful and the color palette was designed to create a sense of warmth and energy.
Initial logo concepts explored different font and color palette treatments.
Logo and brand identity treatments were applied to rough conceptual mockups.
I developed the new brand style guide that was applied to all new consumer-facing products.