zip.ca
Rebranding
From Kiosk to Cloud: Transforming zip.ca's Identity
Overview
Under the stewardship of a dynamic new CEO, zip.ca set its sights on a transformative journey aimed at rejuvenating its brand identity. The goal was to ensure that this repositioning would be congruent with the company’s ambitious new ventures in the realm of streaming services and its widening kiosk network.Challenge
The primary conundrum faced by zip.ca was multi-faceted. On one hand, the company aimed to capture the attention of a more tech-savvy family demographic and devoted film enthusiasts. On the other, it was imperative to stay true to its foundational promise of delivering a straightforward and intuitive user experience. Striking the right balance was crucial to create a brand persona that would serve both current users and attract potential customers.Solution
To address this challenge, our team embarked on a wide-ranging rebranding exercise. We began with market research to understand the evolving tastes and preferences of our target demographic, which included families with a penchant for technology and cinema connoisseurs. Building on this data, we developed a branding strategy focused on crafting a modern yet authentic identity. A crucial aspect was to make the user interface as uncomplicated as possible, in line with zip.ca’s core values of simplicity and intuitiveness.
In addition to visual elements like a new logo and colour scheme, the rebranding extended to a reworking of zip.ca’s website and mobile application interfaces. Furthermore, new features were introduced, including curated film lists and enhanced search capabilities, all designed to make the user experience more enriching yet remarkably easy to navigate.
To further amplify our reach and capture attention in a unique manner, we employed a guerrilla advertising tactic. Ads were placed in newspapers and designed to look like someone had scribbled on them while pondering movies. This innovative approach served as a direct call for readers to engage with zip.ca for their movie rental needs, connecting with them in a personal, thought-provoking way.
Impact
The rebranding initiative executed by zip.ca has proven to be a pivotal milestone in the company’s evolution, successfully rejuvenating its brand while remaining committed to its foundational values. Through a calculated and data-driven approach, we tailored the brand to resonate with a tech-savvy family demographic and film enthusiasts, thereby expanding our market reach. The rebranding not only revitalised the visual aspects but also considerably enhanced the user experience by simplifying navigation and introducing value-added features like curated film lists. Moreover, the guerrilla advertising strategy added a novel dimension to our campaign, garnering additional interest and engagement. As a result, zip.ca has strengthened its position in the competitive landscape of streaming services and kiosk networks, achieving an uptick in user engagement and overall customer satisfaction. This has further solidified zip.ca’s reputation as a forward-thinking company that delivers a seamless, intuitive experience to its users.