Clarity and simplicity, two key attributes of Zendesk products achieved with cutting-edge technology, were the source of inspiration for the rebranding of the brand, launched last month. 15 years ago, the company was born with the ambition to make customer service less painful, and now, it has two broader missions: simplifying business complexity and facilitating the creation of connections between companies and consumers.
“We are entering a new chapter and we needed a visual identity that reflected that. From now on, the brand assumes a confident, generous, “freshhhh” position (with several Hs to add a lot of freshness)”, jokes Erin Pinkley, Vice President of Creative at Zendesk.
For the task, the Zendesk Creative Team, an internal team of more than 40 creative professionals worldwide, conceptualized, developed and executed the new brand, focused specifically on how the company can help the business. The identity reflects Zendesk’s skills and experience as the only customer service company for over 15 years, and expresses this in a confident, sophisticated and well-designed way.
“The old identity was charming and elegant, but it needed to keep pace with the company’s transformation. Today, we do not provide a software focused solely on resolving customer complaints. We provide services that allow companies to create positive experiences for their consumers, which are triggered when they are still thinking about buying a product. We needed to rethink what makes us different, and the way we express ourselves plays a fundamental role in bringing our differentiation to life”, explains the executive.
The new look focuses on the future and what the company stands for, with some key elements honoring the brand’s history. In the visual identity update, Zendesk says goodbye to the kale and adheres to new primary colors, such as espresso and cream. In the secondary colors are the berry and the matchathe latter inspired by Zendesk chartreuse original.
The focus on clarity and simplicity was maintained, but the company set aside some of the elements of its younger days and invested in new attributes such as trust, generosity and freshness.
“At Zendesk, we value the feedback of our customers. So we’ve taken steps to refine our brand voice and tone. Our illustrations and photographs are designed with the feeling we want our customers to have when using Zendesk: comfort, joy, and the confidence of knowing they have the right technology for the job”, highlights the vice president.
The brand changes follow the strategic repositioning in the market with a strong focus on the use of artificial intelligence. At its flagship global event in May, ‘Zendesk Relate’, the company announced the addition of Tom Eggemeier as CEO, as well as a powerful AI designed exclusively for the intelligent CX. It is an AI layer that provides dynamic, personalized and efficient experiences to customers of all types of companies. Zendesk AI combines decades of data and insights company exclusives with new technologies, such as the recent partnership with OpenAI.
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