Zendesk brand refresh

Over 18 months, my team and I have been building an entirely new brand to refresh Zendesk positioning in the customer experience industry, to reinforce our brand equity and consistency.

In the early stage, we crafted brand proof of concepts through workshops : A holistic view on all touchpoints helped fine tune the importance and role of one medium in our brand system and how they interact between each other. While I was contributing to photography, illustration and layout, I was driving the design of the new color palette as one of the most important foundations of our brand. With colors' subjective cultural charges and fickle perceptions, we made sure our new palette shapes our touchpoints in a distinct and meaningful way in the tech industry landscape.

We crafted iterative-friendly and functional brand systems and guidelines before our new identity was even finalized in order to kick-start several initiatives that needed to happen before our brand launched. Under the specific light of being a in-house designer, the whole process was about combining granular approach, holistic view and agility.