Human-first brand and strategy transformation for a B2B tech solutions pioneer

Platform:

Web and
Mobile App

Duration:

8 Weeks

Client:

NotaryPro US & Canada

My Role:

Lead Product Designer

Introduction

Zoop is a tech solutions company offering instant, easy, and advanced services, including verification, onboarding, document processing, and lead qualification. Their unique human-first approach ensures that they not only consider their clients' needs but also those of their clients' clients. This philosophy emphasizes the importance of human thought in driving technological solutions.

In this project, we redefined Zoop's brand strategy and visual identity to reflect their dual focus on technology and humanity. The new branding incorporates elements from tech language, such as round and curly brackets, symbolizing the integration of human thought and tech solutions. This comprehensive redesign aimed to create a cohesive and authentic representation of Zoop's mission and values.

My Role

As the Lead Product Designer for this project, I conducted several stakeholder workshops with product leaders and CXOs to understand, align, and formulate a robust strategy and ambition that garnered collective support. I collaborated closely with the them to ensure the new brand identity resonated with Zoop's core philosophy and effectively communicated their unique approach to tech solutions.

Human Thought Tech Solutions

Everyone believes—and rightly so—that the world is currently running on technology. However, what most of us fail to recognize is that technology is run by the people of this world. This seemingly simple fact has become the crux of all our learnings for Zoop.

Zoop is a tech solutions company offering instant, easy, and advanced solutions. They provide various services, including verification, onboarding, document processing, and lead qualification, with a unique approach—a human approach. They help businesses deliver better solutions to their clients because, unlike their competitors, the team at Zoop not only thinks about their clients but also about their clients’ clients.

A Tale of Two Brackets

Our branding and design system reflects both its tech side and its human side. To create the Zoop logo, we used a familiar element from tech language: brackets. The round brackets, which define functions, and the curly brackets, which define attributes, combine to form our logo identity.
‍(Human thought) {tech solutions}
(How to do) {what to do}
(Easy) {onboarding}
(Partner) {integration}

Moving Forward with Design

Another key asset for the brand is its new bespoke logo symbol. Understated yet distinctive, the aim is for it to be a strong and authentic representation of the brand offering. It’s designed to work as a clean and clear shorthand where needed.

The entire design system, developed around the philosophy of moving forward, captures Zoop’s positioning at every level, allowing the logo to be present in all aspects of the brand. It’s a visual statement of who Zoop is, with a symbol that reflects what Zoop will do.