Picture it, if you will.

You’re a designer at one of the biggest retail corporations in the country. High profile, to say the least. One day, however, you enthusiastically announce to your coworkers that you’re leaving the corporate rat race for better, albeit smaller pastures. “Where is this golden opportunity?” your designer friends ask. You awkwardly mumble the name of your new employer, knowing full well that it will simply prompt inquisitive squints and ambivalent nods. Worse yet, when they search the name — if they remember it — they’ll land on a website you, yourself, admittedly winced at prior to your interviews. It needed a facelift, first and foremost. But upon further scrutiny, that was barely the half of it. Enter the Zeon Solutions Brand Refresh Initiative.

We called it Black Moomba in its early days.

“Because corporate websites are under-resourced, they are often neglected for long periods of time. They slowly become out of date with their content, design and technology. Eventually, the website becomes such an embarrassment that management steps in and demands that it be sorted. This inevitably leads to a complete redesign at considerable expense.”

– Paul Boag, “10 Harsh Truths About Corporate Websites” Smashing Magazine

Goals for the rebrand initiative:

1. Improve company focus and alignment:
   Management and employees will finally understand what Zeon really stands for and where its priorities lie.
2. Spark a competitive advantage:
   Zeon will become more relevant in the marketplace and any negatives associated with an outdated brand will be eliminated. Instant credibility boost!
3. Build cultural confidence:
   Everyone will feel more confident in their future. They will know how to talk about Zeon and stop apologizing for a creaky old website and brand identity.
4. Create a foundation that can thrive and mature over time:
   No more redos — only refreshes as the company grows.