Zafire
A modern identity.
A connected product family.
Brand design & creative deliveryCompany and product identities · 2023–2026
Zafire’s existing branding had been in use for more than a decade. I led and carried out the rebrand, creating a new company identity and a family of product identities to better reflect a modern SaaS business.
I also built a comprehensive brand system, including brand guidelines, a digital asset management platform and a wide range of branded materials. The work extended into social content and the website. For the website specifically, I managed the external contractors responsible for its design and build.
Company identity
A new expression for an established business.
The brief was to move beyond the heavy, angular appearance of the previous brand. The new identity uses a lighter, rounded wordmark and modern palette, giving the company a more contemporary visual presence.
Product identities
Distinct products. A shared language.
I created the identities for FIRST bag, FIRST load and FIRST ramp. A common typographic structure connects the family, while individual accent colours distinguish each product.
Brand in use
From identity to everyday communication.
Static social carousel
A sequence of branded social graphics.
View on LinkedIn (opens in a new tab)Animated how-to explainer
Motion graphics used to explain a process for a social audience.
View on LinkedIn (opens in a new tab)Paid social advertisement
A campaign application of the Zafire brand.
View on LinkedIn (opens in a new tab)Carrying the rebrand onto the website.
I managed the website rebranding project, coordinating the contractors who designed and built the site. My role here was project management; the company and product identity design was my own work.