Bring human element 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.

Goals

Highlight the product

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 often in the same presentation. (YouTube interface, entertainment/influencer content, etc). 

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

Zefr makes ad campaigns more productive and viewership more enjoyable. That's why he's so hopeful, upbeat, and promising. Zefr is bright and colorful, but never overly-polished.

Boldness 

Zefr is fun and adventurous, but he/she also knows when to get down to business. Zefr's work is important to so many iconic brands. That's why the brand isn't lighthearted, infantile or too playful. 

 

Zefr thinks the best way to make something bold is to cut the clutter around it. He/she hates noisy messages, but loves minimal and punchy.  

Expertise

Zefr is professional, resolute, and credible in his/her messaging and outside experts are always used to back his/her words. THat's why he/she is always referencing data and studies. Zefr is an expert, but he/she isn't too corporate. 

Brand Voice Guidelines

Consistent visual queues should exist across all touch points, but Zefr’s brand voice should always fit the space. 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.

Brand Guideline Overview

This document is an instructional manual on how to use Zefr branding materials. It is intended for different audiences with differing levels of familiarity with the brand including, presentation specialists, graphic designers, and external agencies.

 

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 anticipate potential misuses by spotlighting the brand’s history and evolution.

Define brand voice variations
for different touch points 

 
 
 

Zefr's video advertising technology drives brand objectives with a contextually relevant ad experience. 

Our Message

Tagline

CONTEXT MATTERS

Don't Use "BrandID" or "VideoID technology"

Our video advertising suite is simply called Zefr.

Abandon use of any of the following names:

Same RightsID, new style

RightsID will keep the same naming convention, however, the previous treatments are no longer necessary. You no longer need to use the registered mark, or use italics on the product name. 

Abandon use of the following styles:

RightsID Monetize

RightsID Protect

RightsID Publishing

Voice and Tone

It's important to learn how to apply Zefr's voice and choose the right tone. Our voice reflects who we are. Our tone reflects the context and situation of which our message is delivered. 

Two key tones are routinely used across sales and marketing touch points: commercial tone and teaching tone

The goal of the commercial tone is brand consistency that leverages design to attract attention. The goal of the teaching tone is to extend the design experience of the Zefr suite across the marketing collateral.

 

The best way to decide which tone to use is to determine the task. Are you broadly introducing Zefr in a crowded space? (advertisements, events, etc.) Are you educating about Zefr products or the concept of contextual advertising to someone in our industry? (ebooks, sales presentations, etc.) 

Commercial Tone

Advertisements, events, speaking engagements, press, social media, etc.

Branding Elements 

Copy: Top-level, broad, introductory, short-form 

Typography: Verlag, Open Sans 

Colors: Zefr palette, or adapted palette for situation 

Logo: Design is constant. Color can adapt for situation

Teaching Tone

Sales presentations, ebooks, one-sheets, data visualizations, etc

Branding Elements 

Copy: Comprehensive, immersive, statistical, long-form

Typography: Open Sans 

Colors: Zefr palette

Logo: Design and color constant.

 

Get the assets in the Zefr-Creative team drive