Opportunity

As Zappos entered a new chapter under new leadership, the opportunity was clear: return to the category that built the brand — footwear — with renewed focus and purpose.

We partnered with Zappos' leadership team to develop an integrated brand strategy, visual identity and voice, unified under a central platform: Win the Day. The platform is designed to celebrate incremental progress and everyday achievement, expressed through a tone that is energetic, approachable and self-assured.

Outcome

The visual identity reflects this positioning through a combination of performance and personality: a flexible slab serif typeface that can adapt in tone from kids to sports to leisure, an optimistic signature yellow, a confident new logo, and a diagonal line language derived from the ‘Z’ that gives the brand a jolt of dynamism and modernity.