Zark

Strategy, positioning and brand identity for a security platform in Web3.

Zark

Beyond Identity Privacy

SCOPE OF WORK

Brand Strategy and Positioning

Brand Identity

Branding

Illustration

Key Visuals

Brand Manual

Creative Direction

INTRODUCTION

Zark, a pioneering force in digital identity protection, sought to establish a brand identity that resonated with a broad audience while accurately reflecting its core values. This article delves deeper into the design process, culminating in creating Zark’s distinctive brand identity.

Before embarking on the design phase, a comprehensive understanding of Zark’s brand essence was essential. The company’s mission to empower individuals with control over their data privacy was the foundation for the brand’s personality. Zark was envisioned as a confident, witty, and honest companion in the digital space, offering users security and trust.

The carefully selected color palette of blue, green, and magenta was instrumental in conveying Zark’s brand identity. Blue symbolizes trust and reliability, often associated with technology. Green represents growth, security, and harmony, reflecting Zark’s commitment to user well-being. Magenta adds a touch of playfulness and innovation, aligning with the brand’s witty personality.

The decision to use the company name “Zark” as the logo was strategic. It emphasizes the brand’s unique identity and reinforces its simplicity. The logo’s clean and modern typography reflects Zark’s commitment to user-centric design. This also intuitively shows that Zark is for everyone on the internet.

To link the digital world to the physical world, we decided to create a mascot. The Zarks are small, soft, pink creatures with spherical bodies inspired by Hayao Miyazaki’s dust sprites. Their mode of transportation is levitating/hovering and their special ability is to activate protection mode by extending their swirly arms and legs to shield private data. They operate as a group to protect your identity and they each have a different personality.

Their playful and carefree demeanor embodies the idea of digital freedom and security. The mascots’ dynamic illustrations symbolize the ever-evolving nature of the digital landscape and Zark’s ability to navigate it easily. With data privacy intact, the mascots continue with their fun-filled activities.

Understanding the target audience was crucial for tailoring the brand messaging effectively. Zark’s primary audience comprises individuals concerned about their online privacy and security. The brand messaging focused on empowering users to take control of their digital lives, emphasizing the benefits of using Zark’s services to protect personal information.

To ensure a cohesive brand experience, guidelines were developed for using the brand elements across all touchpoints. These guidelines covered everything from color usage and typography to imagery and tone of voice. Consistently applying these guidelines helped reinforce Zark’s brand identity and build recognition.

We provided Zark with multiple brandmark variations. This allows for a more adaptive application of the branding assets and complements the company’s playful persona. Along with the variations, we also provided guidelines on branding misuse to maintain the branding’s integrity amidst the dynamic application.

Modern and warm, the new brand identity of Zark communicates exuberating energy that stands out in the corporate visual landscape in the tech industry.

"I enjoyed working with The Backbone team and loved their output! They made a very awesome brand identity and a very cool character for Zark. "

Christian Besler, Co-founder of The Node Group