Skip to main content

Integrated Award Winners

Mount Sinai 100 Anniversary logo on vertical flag, with a quote that reads "A century of care and discovery."

Mount Sinai 100 Campaign by Sinai Health Foundation in Toronto, Ontario, Canada

The Mount Sinai 100 campaign marks Mount Sinai Hospital’s centenary, driving fundraising and donor engagement activities. Designed in-house by Sinai Health Foundation, the campaign draws from history, reviving the hospital’s 1973 symbol and integrating it as an abstract window for imagery. A celebratory logo combines the existing star from Sinai’s masterbrand with bold sans serif text, complemented by a nostalgic yet contemporary colour palette. Phase 1 of the campaign highlights history, Jewish roots and past milestones, and Phase 2 shifts f ocus to innovation and the hospital’s future, retaining the brand’s essence and dynamic angles. The photo treatment merges current staff with historical images, giving the campaign a forward-looking perspective.

OKI Donut Shop brand promotional posters on street wall

OKI Donut Shop Shop by Nina Hidaka in Toronto, Ontario, Canada

The brand identity developed for the fictitious OKI Donut Shop introduces traditional Okinawan pastries to North America’s coffee and pastry market. Rooted in happiness and approachability, the design reflects the spirit of Japan and Okinawa. The round logo, resembling the Japanese flag and the smile y donut conveys joy and playfulness through movement and continuity. The acronym “OK!” (for Okinawa) brings positivity to the identity. The red and white colour scheme signifies vitality and purity. The versatile design is applied to packaging, wrapping, stamps, menus and social media to create a unified and immersive in-store and out-store atmosphere.

Three (3) posters for the 64th Monterey Jazz Festival

64th Monterey Jazz Festival by *TraceElement in Dallas, Texas, USA

*TraceElement created the brand identity for the 64th Monterey Jazz Festival to celebrate its return post-pandemic and commitment to enriching the future of jazz. Each element of the 2021 branding draws from the festival’s enduring legacy and progressive direction, representing the diverse community of artists and fans who attend. The dynamic cutpaper style, incorporated into various applications, conveys the collective excitement of returning to live performances. The vibrant branding contributed to the festival’s rapid sell-out of tickets and merchandise, showcasing the successful fusion of tradition and innovation.

Collection of digital cards with floral elements and quotes that support Beauty in Brain Difference

Beauty in Brain Difference Campaign by Emdash Agency in Ottawa, Ontario, Canada

Pauktuutit, a national non-profit representing Inuit women in Canada, launched a public awareness campaign to reduce stigma around Fetal Alcohol Spectrum Disorders (FASD) within Inuit communities. Designed by Emdash, the campaign embraces the unique perspectives of those with FASD while countering stereotypes. Drawing inspiration from Northern vegetation, such as bear berries, moun tain avens and cloudberries, the branding connects the visuals to Inuit audiences and celebr ates the strength of individuals with FASD. The tagline, “Beauty in Brain Difference,” maintains a positive tone while challenging preconceptions. The design evokes freedom and growth, with floral elements designed to expand and stretch to symbolize acceptance in the Inuit community. The branding is applied to various campaign assets, including social media graphics, discussion guides and toolkits.

Four (4) illustrations for the Fortune Doughnut brand

Fortune Doughnut by District Design Co. in Halifax, Nova Scotia, Canada

District Design Co. stared into their crystal ball and were rewarded with the branding for Fortune Doughnut. Running on a sugar high, District created the brand in a process similar to making a doughnut: a simple idea w as transformed into a delightfully delicious brand experience by the alchemy of design. The powers of darkness also suggested a graphic language and icons which became an integral part of the brand, expanding beyond the logo into retail design, packaging and signage. The resulting identity seamlessly merges magic, playfulness and visual flair.

On the left, a Kem Padel Courts brand poster that reads "Embrace the Padel". On the right, Kem Padel Courts logo variation with text that reads "Join the club. Play it pro."

Kem Padel Courts by Mantra in Mérida, México

Kem Padel Courts, an inclusive sports club offering professional and single paddle courts, commissioned Mantra to develop their brand identity with community and passion for competition at its core. The energetic graphics give the identity a young and authentic personality, with blue denoting strength and professionalism and red infusing vibrancy. The logo transmits movement through slopes and contrasts rounded corners with angular ends. The depiction of movement is carried forward by the irregular structure of the FatFace typography, repetitive patterns and transparencies, presented editorially by overlapping images with large typography. The complementary chicken icon linked to the founder’s nickname reinforces the brand’s origin.

Bright street billboard on a dark night, advertising the Mòshkamo Festival.

Mòshkamo Festival by Tétro in Winnipeg, Manitoba, Canada (Client: National Arts Centre — Indigenous Theatre)

In 2019, the National Arts Centre (NAC) launched the world’s first National Indigenous Theatre through the Mòshkamo festival, celebrating Indigenous arts and culture for a week. The festival marked an Indigenous takeover of the NAC on the unceded Algonquin Anishinaabeg territory. The name “Mòshkamo,” gifted by Kitigan Zibi Elders, embodies the art of appearing out of water and invites others to bear witness to its arriv al. Working closely with the NAC, Elders and community leaders, Tétro designed the brand identity for Mòshkamo as a means to showcase all Canadian Indigenous cultures, using bold and contemporary exploration of Indigenous visual motifs. They also developed a usage guideline with mock-up applications and a video tutorial f or the NAC’s internal graphics team.

Four (4) screens with digital advertising of the services offered by New Room

New Room by Six Cinquième in Montreal, Quebec, Canada

New Room is a team of impact and innovation designers offering programs and services to drive social, organizational and leadership transformation. Created by Six Cinquième, the brand identity for New Room features a versatile icon with an abstract reference to the letters “N” and “R” using negative space to evoke an archway’s opening. The arch is dynamic and can be stretched, morphed and opened up, reflecting the nature of New Room — a space created for and by leaders that is ever evolving and adapting to the needs of its community.

On the left, Office of the Commissioner of Indigenous Languages logo over a dark blue image background. On the right, a preview of the Office of the Commissioner of Indigenous Languages brand guidelines.

Office of the Commissioner of Indigenous Languages by Design de Plume in Greater Sudbury, Ontario, Canada

The Office of the Commissioner of Indigenous Languages (OCIL), established to address the declining use of Indigenous languages in Canada, collaborated with Design de Plume to create a brand and website reflecting their mission. Guided by creation stories and accounts of resilience, the branding aims to convey movement, fluidity and transformation. It draws from the concept of a shield, symbolizing protection for the Languages Act and represents First Nations, Inuit and Métis groups. The design features 12 ribbons converging to signify unity among Canada’s 12 language families. Interconnected hexagons symbolize unity among the three Indigenous groups, while craft-inspired motifs reflect Indigenous heritage, and dynamic lines embody language vitality. The BC Sans font ensures readability and inclusivity, supporting various Indigenous languages. A comprehensive brand package and accessible website were developed to facilitate effective communication of the OCIL’s mission and initiatives.

On the left, One Delisle building exterior design. On the right, "upper level" wayfinding signage

One Delisle by Vanderbrand in Toronto, Ontario, Canada (Client: Slate Asset Management)

Vanderbrand developed the brand identity for One Delisle, a collaborative project by Slate Asset Management and renowned architect Jeanne Gang. The typeface created by Vanderbrand mirrors the building’s architectural transformation, paying homage to its structure and form-function integration. A brochure offering a documentary-style narrative captures the essence of the project, emphasizing on its architectural ingenuity, connection to nature and collaboration. To deepen the understanding of prospective residents, a threepart film series was produced to highlight Slate Asset Management’s efforts in enriching the Yonge and St. Clair area and community impact of the project. For the campaign launch, the website adapted to the phases of day, displaying changing architectural renderings. The immersive sales gallery merges indoor-outdoor living, offering a grand vision of life at One Delisle.

On the left, Pat & Betty business card (front and back). On the right, branded round sticker.

Pat & Betty Restaurant by Monitor Creative in Western Canada

Pat & Betty, a new Calgary-based restaurant founded by Chef Mike Pigot and James Martin, draws inspiration from cherished memories of family gatherings and celebrates the essence of togetherness. The brand identity crafted by Monitor Creative evokes nostalgia through neo-retro typography, warm copywriting, a decadent colour palette and tactile menus. The logo, portraying Pat and Betty, the duo’s moms, pays homage to them in an art style reminiscent of classic tattoos. The type system is an unconventional pairing of Gopher and Barbara, representing tradition with a twist. The minimalist brand design harmonizes with the opulent 70s modern Italian style interior and indulgent food, while old film photos on digital platforms fortifies the concept.

RIFF poster advertising over a grunge wall.

RIFF by Jacknife in Toronto, Ontario, Canada (Client: Aphria Inc.)

Aphria Inc. enlisted Jacknife to develop a recreational platform to collaborate with creative, resistant-to-traditional-marketing, urban youth. Named “RIFF,” the platform engages with social media users, rewarding their attention to RIFF with invites to the most exciting and exclusive events of the summer. Jacknife provided a comprehensive branding solution, including platform guidelines, name, visual identity, packaging, strain names, social media assets, a zine, merch, market strategy and more. To complement RIFF, Co.Lab was launched as a collective of Canadian artists and makers who contribute to RIFF’s everevolving roster of collaborators. Through its meticulously crafted approach, Jacknife effectively captured the audience’s engagement and interest nationwide.

Five (5) posters advertising Rivette, glued on a street wall. A person walks by, and the shadow of a tree can be seen on the top right corner.

Rivette Tower by Yellow Truck Creative in Minneapolis, Minnesota, USA (Client: Ryan Companies and Greystar)

Yellow Truck Creative developed a full brand package for Rivette Tower: a multifamily community located on a former airport site in Austin, Texas. Through thoughtful research, the agency arrived at a name and identity that reflects the site’s aeronautical past in a subtle, sophisticated way. “Rivette” is inspired by the double meaning of “rivet:” an aircraft fastener and the ability to draw attention and focus on a single point. Influenced by the original architecture’s flared, curved forms and the prairie grasses native to Texas, the typography and brand icon signify connection, community and refined luxury. The colour scheme references metal hues, another subtle nod to the planes o f the past. Designed to appeal to young professionals, families and empty nesters, the Rivette Tower brand offers a vibrant, chic and timeless experience for residents.

Two (2) street posters promoting the Centre for Canadians of African Descent

Centre for Canadians of African Descent by Six Cinquième in Montreal, Quebec, Canada

The Centre for Canadians of African Descent (CCAD) revitalizes the Negro Community Centre’s legacy, which was vital to Montreal’s Black community. Six Cinquième helped define the CCAD’s vision and designed a br and identity to reflect its history and mission. The logo symbolizes the diverse and layered Canadian Black experience, acknowledging unity and individuality. Outlined patterns in the “C” and “A” highlight the dual Canadian and African heritage. The pattern modernizes African prints, bridging the past and future, encapsulating the CCAD’s mission to honour history while shaping a contemporary narrative.

Multiple brand assets for The Combine. Includes a catalogue, a tote bag, a notebook, pencils, a cutting mat, water bottles, a cup, an iPhone, an iPad, and an Apple Watch.

The Combine by OneMethod in Toronto, Ontario, Canada (Client: Tadiem)

Post COVID-19, reimagining of an office for Tadiem's four creative agencies that shared space led to a concept of intersecting work, learning, shopping and living. One of Tadiem's divisions, OneMethod developed the brand for this innovative workspace named "The Combine". The space, an evolving experiment, influenced the logo — a puzzle in progress with some mid-stride characters, fully resolved in some way. The icon symbolizes collaboration through multiplication and its 3D representation reflects the diverse combinations of talent, ideas and events within The Combine. The black-and-white palette and simplified typography adapts effortlessly while emphasizing content. Wayfinding utilizes custom illustrated maps, guiding and inspiring users through spaces.

Digital brand assets for The Pacific Institute on Pathogens, Pandemics and Society

The Pacific Institute on Pathogens, Pandemics and Society by Becoming Design Office in Victoria, British Columbia, Canada

The Pacific Institute on Pathogens, Pandemics and Society (PIPPS) is a new interdisciplinary research institute focused on enhancing British Columbia’s ability to handle infectious diseases. Becoming Design Office developed the new identity for PIPPS that resonates with the public, students, scientists and government bodies. Inspired by the adaptable nature of pathogens, a versatile graphic device and icon set was developed and applied to diverse communication needs of the institute, catering to its wide audiences while conveying the institute’s mission of disease preparedness and response.

Preview of the Melio brand guidelines

Melio by Taylor & Grace in Melbourne, Victoria, Australia (Client: Melio Skincare)

In 2020, partners Mark and Richard created a natural skincare solution, leading to the birth of Melio. The branding, developed by Taylor & Grace, focuses on inclusivity, sustainability and efficacy. Designed with the 2SLGBTQIA+ community in mind, it offers a safe space for all genders, backgrounds and skin types. The name encapsulates the ethos, derived from “meliorism,” meaning improving the world through human effort. The deep purple hue represents gender-neutrality and mangosteen, its core ingredient, while an earthy palette reflects Australian eucalyptus. The wordmark is simple yet inviting, with a flourished ‘o’ resembling a mangosteen. The tagline “better skin for a kinder world” solidifies the brand’s commitment to betterment.

On the left, 10,000 Changes Campaign logo. On the right, a bus stop poster wit the title "What will the penguins eat?", promoting the reduction of plastic waste.

10,000 Changes™ Campaign by Strut in Calgary, Alberta, Canada (Client: Canadian Geographic)

Strut partnered with Canadian Geographic and Recycling Council of Ontario to design and launch 10,000 Changes™, a national program targeting single-use plastic reduction in Canada. The brand developed by Strut establishes a clear voice and visual identity for the program. The name reflects the enormous effort needed, while signifying that not all answers are available yet. The tagline, “Canada’s commitment to rethink plastics™,” sets it apart from other programs and communicates the government’s stand on the subject. The visual identity combines images of plastic waste with a vision of Canada’s preservation, symbolizing collective progress with a maple leaf. The website educates on the plastics issue, offers pledges, articles and tips. A br and anthem video emotionally connects Canadians to environmental benefits, emphasizing that collective action is the only way forward.

On the left, The Bronx Museum member cards in different colours. On the right, The Bronx Museum logo/wordmark in white over a black background.

The Bronx Museum by Team in New York, New York, USA

The Bronx Museum, situated in one of the US’s most diverse neighbourhoods, was established in 1971 to champion art’s role in social justice, hosting thought-provoking exhibitions featuring historically marginalized artists. To commemorate its 50th year, Team redesigned its identity to reflect the borough’s confident and proud spirit by embracing colour — in all its breath, fortitude and joy. Leveraging the uniqueness of “The Bronx,” the rebranded typographic framework embeds the museum’s name directly into its exhibitions, programs and experiences. The bold sans serif pays homage to the borough’s place in culture, from the origins of hip hop’s visual language in The Bronx to the signage of its historic community centres. The new website showcases extensive archival material for wider public engagement with striking artistic images and bold statements of purpose.

Goods and Services stationery brand applications. Including letterhead, envelope, business cards.

Goods & Services Agency Branding by Goods & Services Branding in Toronto, Ontario, Canada

Goods & Services Branding underwent a comprehensive identity overhaul, involving a new strategy, brand positioning and key messages. The agency’s redesigned logo and design system embraces a sophisticated, understated black-and-white palette, which places client work in the spotlight. The new identity extends across diverse elements, including an abbreviated logo, stationery, apparel, signage and an award-winning printed magazine, Sway: A Journal of Branding.

Large street billboard over a brick wall, promoting the festival lineup.

Lights on an Unsung Hero by Cossette in Montreal, Quebec, Canada (Client: Festival d’Été de Québec [a BLEUFEU festival])

After a two-year pandemic hiatus, the Festival d’Été de Québec (FEQ) needed to reinvigorate its brand. Established in 1968, FEQ is a staple in Québec City, drawing audiences of all ages with its 11-day, 10-venue, 250-act extravaganza. Tasked with crafting a distinct identity for such a diverse event, Cossette channeled the essence of music, movement and summer excitement into a dynamic visual system that encapsulated the multisensory experience enjoyed by the festival’s attendees annually. Crafted with the key focus on the artists’ photos, the new graphic system is vibrant and high-energy and retains stage presence while adapting to the evolving program and headliners.

Lindsay Siu wordmark in black over an off-white background.

Lindsay Siu Photography by Here Be Monsters in Vancouver, British Columbia, Canada

Here Be Monsters redesigned the brand identity for Lindsay Siu, a photographer with a portfolio spanning from children to celebrities and everyone in between. The new  wordmark embodies distinct style, with each character of the letters reflecting a unique aesthetic. The updated branding system mirrors her diverse creative endeavors, incorporating a multitude of captivating images within her monogram across all her branded materials.

Covers of McKinley Studios publications. On the right, a hardcover McKinley Studios book.

McKinley Studios by Matter Studio in Calgary, Alberta, Canada

Matter redesigned the brand identity for McKinley Studios, a contemporary design company constituting six vertically integrated studios, to represent their unique business structure and luxurious style. The name “McKinley” was reimagined by preserving its essence while discarding unnecessary letters and flipping the “m.” The bold and distinctive wordmark against the rich Pomme Grenade colour eloquently mirrors McKinley’s smart and concise business approach. The redesigned website showcases their work in an elegant, editorial style, celebrating each project. The branding is extended to a comprehensive suite of printed materials, including business cards, thank-you notes and coffee packaging. The outcome is a sophisticated, bold identity that secures McKinley’s position among the globe’s most renowned consulting firms.

Monarch product catalogue 2022

Monarch Structures: Dependable by Design by Full Punch in Vancouver, British Columbia, Canada (Client: Monarch)

Lucid Management Group (LMG), acquired by new investors, commissioned Full Punch for a complete brand overhaul to appeal to existing and new customers and regain market prominence. The rebranding strategy, “Dependable by Design,” led to the creation of Monarch Structures, a name reflecting product resilience and paying homage to the majestic British Columbian mountains, emphasizing its West Coast roots. Inspired by urban aesthetics, the new brand identity stands out with bold signage and colours, breaking away from industry norms by showcasing products in real-life through black and white photography. A revamped website, sales materials, uniforms and vehicle designs transformed Monarch into a proud and distinct brand rooted in quality.

Custom brand illustration for the Ontario Hospital Association

Ontario Hospital Association by q30 Design in Toronto, Ontario, Canada

The rebranding by q30 for Ontario Hospital Association (OHA) features a new logo with deep purple, orange and aqua, a refreshing departure from its standard blue healthcare sector logo. The acronym “OHA” was placed in a solid, appr oachable custom font, anchored by a stylized “H” with intersecting lines, symbolizing the organization’s different elements. The result is a refreshed identity that signifies change and embraces OHA’s core values as it continues to evolve. Custom graphic illustrations and icons were also introduced, featuring simple geometric shapes and vibrant colours, forming the foundation of OHA’s new visual identity.

Wide Pfizer street billboard with a slogan that reads "Making the Impossible Possible".

Pfizer: Making the Impossible Possible by Team in New York, New York, USA

With a history spanning over 170 years, Pfizer has experienced a transformation marked by a refined focus and the appointment of a new CEO. Pfizer commissioned Team to create a fresh logo and identity, capturing its legacy while marking a shift fr om a scientific follower to an innovative leader. The DNA helix emerged as a symbol, embodying life’s essence and potential, reflecting Pfizer’s ethos. The logo showcases a spiraling double helix surfacing from the iconic “pill” shape, s ymbolizing progress and innovation. The updated identity is versatile and future-oriented, evolving to a new vibrant two-tone palette. The choice of the iconic Noto Sans font underscores Pfizer’s global commitment to medical advancement while bridging science and humanity, aligning with the company’s new purpose-driven direction.

Multiple Powerhouse Arts business cards

Powerhouse Arts by Entro in Toronto, Ontario, Canada

The Powerhouse, an early 20th-century power station in Brooklyn along the Gowanus Canal, was built to supply electricity to the Brooklyn Rapid Transit. While the Boiler House was demolished the plant ceased operation in the 1970s, it gained no toriety as “The Batcave,” hosting explorers and graffiti artists. In 2012, Powerhouse Arts acquired and restored the site preserving its character. In need of a refreshed visual identity, Entro developed a dynamic brand system for Powerhouse Arts to represent its evolving creative community and history. The logo, a collection of interconnected elements, symbolizes unity and resembles a “hive,” conveying the energy of people and services. The black and white represent focus and the orange, green and blue colours inspired by graffiti, harmonize with Powerhouse photography. Amid New York’s competitive art landscape, the new branding sets Powerhouse Arts apart as a people-cen tric community connecting a diverse range of artists, educators and communities

Two (2) Procuratorial posters on a modern wooden wall.

Procuratorial by Matter Studio in Calgary, Alberta, Canada

Procuratorial, a segment of McKinley Studios, specializes in innovative furniture, fixtures and equipment solutions. Serving both B2C and B2B markets, Matter redesigned their brand identity to reflect a blend of their unique collaborative services and luxury offerings. The new wordmark combines two complimentary typefaces, representing their two distinct services. The overlapping “O’s” in the mark create an identifiable monogram. A monochromatic palette is chosen to highligh t their work. The identity was extended to packaging, presentation templates, business cards and employee swag items. By leaning into their unique duality and con fident personality, the new branding confirms Procuratorial’s unmatched presence in the market.

Three (3) Smith Planning Group vertical business cards

Smith Planning Group by Design Holmen in Toronto, Ontario, Canada

Smith Planning Group, a planning and design firm, enlis ted Design Holmen for a brand refresh as they approached their 30th anniversary. The new branding features a set of dynamic icons expressing the boundaries of a square in creative ways, conveying SPG’s versatility in providing comprehensive planning and design services. The wordmark, customized from the sans serif Circular typeface, embodies humility, while aligned letters “p” and “g” signify collaboration. A monochromatic colour palette complements the firm’s vibrant work and a secondary palette expands options for renderings and proposals. A thorough brand guide ensures consistency and serves as a reference for inspiration, fostering creativity within the firm.

BAIDA logo in white over a darkened image background

The Black Architects and Interior Designers Association by Frontier Design Inc. in Toronto, Ontario, Canada

The Black Architects and Interior Designers Association (BAIDA) is dedicated to promoting Black representation in Canadian architecture and interior design. Seeking to strengthen its mission, BAIDA commissioned Frontier to refine its messaging and redesign its visual identity. The newly crafted logo showcases custom curvy letterforms that symbolically connect, reflecting the organization’s commitment to fostering connections among Black designers. The logo stands apart from conventional geometric-sans designs in the industry, establishing a unique visual language for BAIDA. Complementing the logo, an infographic style inspired by W.E.B. DuBois’s historic visualizations of Black life adds depth. These graphics resonate with BAIDA members and advocates for design equity, linking their efforts to a broader history of racial justice. The new branding was applied to various communication assets, including email templates, PowerPoint slides, a web page and social media guidelines.

Multiple Plains of Abraham brand assets. Including apparel, tote bag, custom brand illustration, and digital social media assets.

The Plains of Abraham by Cossette in Montreal, Quebec, Canada (Client: The National Battlefields Commission – Commission des champs de bataille nationaux)

The National Battlefields Commission (NBC), a federal agency, oversees Quebec City’s historic Battlefield Park. On a modernization mission, NBC commissioned Cossette to develop a refreshed brand identity for the park. It w as discovered that the park was colloquially referred to as the Plains o f Abraham and not as Battlefield Park. This insight led to a timeless, elegant brand identity inspired by the park’s location amidst hills and valleys, radiating simplicity to showcase its beauty. The versatile visuals depict seasonal changes and diverse activities that take place at the park. Clear iconography aids both regular and global visitors, complemented by local artist-created illustrations for authenticity. By creating the Plains of Abraham brand, Cossette has revitalized NBC’s park into a destination with a compelling narrative.

On the left, a hand holding a green romanesco zucchini over a yellow background, under a bold white quote that reads "true global super power". On the right, two (2) branded shipping boxes.

West Coast Seeds by Partners and Hawes in Vancouver, British Columbia, Canada

With the aim to align with their cor e vision to “Help Repair the World” and expand their presence across Canada, West Coast Seeds enlisted Partners and Hawes for a branding refresh. They also sought to connect with a new demographic of younger, urban gardeners who emerged during the pandemic. Recognizing gardening’s role in addressing existential questions, the creative strategy centres around the seed as a hero. The rebranding features a bold identity focusing on seeds and growers, supported by empowering storytelling and headlines. The graphic elements, drawn from actual seeds, resulted in a set of unusual, organic shapes and the garden-inspired colour palette brought a zen-like feel to the branding. Photography portrayed vegetables as heroes and digital applications reflected the natural textures of the recycled paper. The internal mantra “Think Big, Act Small” was created to guide brand, business decisions and company culture.

Preview of Zendesk digital platforms and assets.

Zendesk Brand Refresh by Zendesk in San Francisco, California, USA

Zendesk, a company in the competitive customer experience software industry, undertook a complete brand refresh to enhance its leadership within the market. The design team at Zendesk aimed to revitalize its brand positioning, messaging and visual identity. An 18-month endeavour established a brand expression focused on longevity, authenticity and freshness. The new visual identity, characterized by quiet confidence and minimalism, evokes a timeless feel while elevating stories with simplicity and sophistication. An adventurous colour palette featuring jewel tones sets the brand apart from the saturated blue and green of the tech industry. Handcrafted illustrations add organic warmth and the photography captures both ideal and realistic state of CX. The motion system simplifies complicated subjects elegantly, fulfilling the brand’s promise to simplify the complex.