My Role:
Senior Art Director
Logo Design, Brand Guidelines, Presentation Design, Photo Art Direction, Marketing Collateral, Website Design
Year: 2022
Client: Zerocater
Zerocater is an innovative technology company that transforms workplaces by elevating their workplace food experiences. Over the years, the company has expanded its offerings to position itself as a flexible and scalable partner for businesses of all sizes.
As part of the brand refresh, I focused on three core areas: realignment, simplicity, and focus. The goal was to update the visual identity to better align with new products and services, simplifying the messaging to highlight benefits rather than technical details. I aimed for a modern, approachable brand that still honored its values of flexibility, customization, and effortless service.
In my role as brand designer, I played a key part in redesigning the logo and identity. The origami crane, symbolizing effortless catering, remained central but was simplified to be more timeless and versatile. I also updated the wordmark to lowercase letters, creating a more inclusive and friendly feel.
My focus was ensuring consistency across all platforms, from the website to social media, to clearly communicate Zerocater’s advanced technology, customizable solutions, and seamless customer experience.
