Zapier rebrand

After ten years in the market, Zapier had established a loyal user base — but our brand identity hadn't grown along with our product. (The original iconic brand orange, "Lava," had been chosen using a random color picker.)

We set out to wholly reimagine Zapier's visual identity and voice, with the goal of crafting a brand system that would flex with our evolving platform. Over nine months, we batted around hundreds of concepts — ultimately coalescing around the idea of Automation Heroes: A brand identity that centers our customers, sounds human, and inspires our audience to aspire to greatness. Zapier is just the foundation; our customers are the real heroes of the story. This conceptual underpinning came to life in the form of a new logo, brand colors, and a brand voice guide that embodies Zapier's role as the mentor everyone wishes they had. A brand-new marketing site and ad flights soon followed.