Brand

Guideline Overview

We seek to ensure the Zefr brand is promoted consistently, both internally and externally. To learn how the new design elements should be used, it is important to understand the goals and ethos behind the materials.

 

In addition to explaining when and how assets should be executed, we attempt to anticipate potential misuses by spotlighting the brand’s history and evolution.

Define Zefr as a Saas technology company

Product Showcases

To help place our proposition value in front and center, a library of "showcase elements" have been designed. These elements help the Zefr product pop on pages and distinguish our interface from other interface mockups that are ofthen in the same presentation (YouTube interface, entertainment/influencer content, etc).

Goals

Bring end user into
brand visuals

More People

Zefr improves the digital video experience by bringing contextual advertising into user's watch sessions. A library of approved photography and videos has been created to add the human element to Zefr's video targeting story.

Define brand voice variations for different touch points

Establish Different Voices

Consistent visual queues should exist across all touch points, but Zefr's brand voice should always fit the space. Situations like sales presentations, case studies and one-sheets require a visual voice that is clean, minimal and direct. Whereas advertising campaigns can be loud and bold in order for visuals to compete for attention in loud places. Guidelines for brand voices have been establish to direct which execution best fits the touch point. 

Persona

The Zefr persona is a mixture of our brand promise and the values of our employees. We're reshaping the world of video advertising with innovation, boldness, and expertise. We make sure these traits come across both in design and messaging

Optimism

We Make ad campaigns more productive and viewership more enjoyable. That's why we're so hopeful, upbeat, and promising. We are bright, colorful, but never overly-polished.

We have fun, but we know when to get down to business. We aren't too playful, infantile, or lighthearted. our work is far too important for so many iconic brands. 

We live and breath culture. We're so closely tied to the pulse of culture that it is impossible for us to be too corporate, mellow, or boring. 

Boldness 

Status quo fans, we are not. 

When everyone else takes the stairs, we use a bungee cord. We're bold because we're direct. We think the best way to make something stand out is to cut the clutter around it. 

We love minimal and punchy.

We hate loud and heavy. 

Persona

The Zefr persona is a mixture of our brand promise and the values of our employees. We're reshaping the world of video advertising with innovation, boldness, and expertise. We make sure these traits come across both in design and messaging

Optimism

We make ad campaigns more productive and viewership more enjoyable. That's why we're so hopeful, upbeat, and promising. We are bright, colorful, but never overly-polished.

We have fun, but we know when to get down to business. We aren't too playful, infantile, or lighthearted. our work is far too important for so many iconic brands. 

We live and breath culture. We're so closely tied to the pulse of culture that it is impossible for us to be too corporate, mellow, or boring. 

Boldness 

Status quo fans, we are not. 

When everyone else takes the stairs, we use a bungee cord. We're bold because we're direct. We think the best way to make something stand out is to cut the clutter around it. 

We love minimal and punchy.

We hate loud and heavy. 

Expertise

We believe in our mission and we back up our words. We use third party voices to prove our claims and we create thought leadership to help drive the conversation. 

Our messages are always backed by data and it's always consistent. 

Our Voice

The Zefr persona is a mixture of our brand promise and the values of our employees. We're reshaping the world of video advertising with innovation, boldness, and expertise. We make sure these traits come across both in design and messaging