The Zapier Re-Rebrand

The Challenge

After a decade of growth, Zapier had never defined a clear, cohesive brand. Internally, people described it in 50 different ways, and customers often struggled to explain what Zapier really did for them. With awareness of automation tools growing, we knew it was time to articulate a stronger identity that could capture Zapier’s true value: a platform where anything is possible.

We partnered with Instrument and spent months shaping a bold new look. At the center of it was a striking “Z” logo—a lightning-bolt-like symbol of energy and speed. It felt fresh, dynamic, and ready to define the next chapter of Zapier.

We were on the verge of launch. Everything was prepared: design systems, assets, presentations. Then the world shifted.

As Russia invaded Ukraine, the “Z” became a symbol of Putin’s army. Overnight, what had been an exciting mark of energy and momentum became politically and culturally charged. We knew instantly that shipping this identity would be impossible and out of alignment with our values.

So, just weeks before launch, we made the hard decision to scrap the entire brand identity and start over.

The Platform Concept

This reset became an opportunity. Instead of a single lettermark, we returned to Zapier’s essence: it isn’t just a tool, it’s a platform for building possibilities.

That idea became both the new logo and the system around it:

• The platform as a stage — a foundation on which stories, visuals, and expressions could live.

• Motion layered on top — dynamic pieces showing what it feels like to use Zapier: fast, flexible, creative.

• Scalable design language — a system that could flex from enterprise precision to joyful storytelling.
  
  

My Role

As a Senior Brand Designer, I was part of the core team that rebuilt the identity under pressure. My contributions included:

• Logo Development: Collaborated with a type foundry on custom cuts, ensuring the new mark reflected strength and modularity.

• Design Systems: Built scalable systems for social media and email, enabling the identity to show up consistently across Zapier’s highest-volume channels.

• Art in Motion: Partnered with Buck and Odds Fellows to design the motion pieces layered on top of the platform, transforming it from a static logo into a living, expressive system.

• Brand Guidelines: Authored robust guidelines that documented our executions, as well as the thinking and narrative. From brand foundations to funnel-wide applications.

The Process

• Research & Strategy: Insights from The Gordon Co. grounded the rebrand in cultural understanding—automation adopters are busy, overwhelmed, and Zapier needed to feel like magic, not work.

• Agency Collaboration: Instrument helped us frame “the new possible,” before the geopolitical pivot shifted the entire direction.

• The Pivot: After discarding the “Z” identity, the design team regrouped and rebuilt in just 10 weeks. This required extreme focus, constant iteration, and collaboration across internal and external partners.

• Motion Exploration: With Buck and Odd Fellows, we pushed the platform concept further—treating it as a flexible stage where motion could tell stories, from playful wizard-like energy to functional enterprise clarity.

The Outcome

• A resilient identity that turned a global crisis into an opportunity for stronger storytelling.

• The platform as a brand system—scalable, flexible, and capable of expressing infinite possibilities.

• Dynamic brand expression through art-in-motion layered onto the platform, making Zapier feel alive.

• A shared source of truth via guidelines that aligned every team around the new foundations.