All stories · 31 March 2023
Communicating better, Zaki included
Stefano Pampaloni shares the story behind his agency’s rebranding
A two-year journey
Zaki had been ready for a rebranding for about two years, but the real turning point came roughly a year ago, driven in part by the awareness that our clients had grown alongside us, as well as by the arrival of major new projects. This called for a deep rethink of how we present ourselves, aligning Zaki’s communication with what Zaki has truly become over time.
As with any rebranding process, our agency’s transformation required a thorough analysis of our market in relation to our brand — starting from its essence, its values, its mission and its vision. Who we are, who we want to become, who we want to speak to and, above all, what we promise.
The expertise we’ve always had, the new value promises
Rebranding may appear, on the surface, as the creation of a new logo, a new website and updated communication tools, but at its core it involves a complete overhaul of corporate identity and market positioning.
Fully aware that new technologies, emerging media and digital networks have radically transformed the ways brands connect and build relationships with their audiences, we chose to place our stakeholders even more firmly at the center — listening to and embracing their needs, perceptions and challenges.
That’s why, drawing on its expertise in branding and front-end coding, Zaki has made brand design and brand experience the two cornerstones of the integrated communication strategies it develops for the small, medium and large companies it partners with.
Zaki’s new payoff
All the work we carried out on Zaki’s brand essence ultimately came together in the definition of our new payoff: Communicate. Better. Two words that express how any communication process can always be refined — and how essential it is to do so for any organization that wants to thrive and compete in the market.
Communicate. Better. is a journey, not a destination. It’s a concept rooted in continuous improvement, grounded in the awareness that communication is constantly evolving — just like the technologies that shape and support it.
The new Zaki brand identity
In rethinking our DNA, we also worked on a new visual identity, starting with a logo restyling. The original version, based on a simple lettering design, was no longer strong enough to convey our brand essence. That’s how the Zaki callout icon was created — conceived as a communicative extension of our Z.
From a formal perspective, however, we chose to preserve a sense of continuity with the past. The new image represents the natural evolution of an identity that has grown fluidly, gradually and coherently — without disruption.
Zaki’s mission, vision and values
A rebranding process is always an extremely stimulating moment because it questions everything, including the very foundations of your identity. Understanding our “whys” allowed us to look back, retrace our core values and reconnect with the reasons that drive Zaki to do what it does every day.
And Zaki is here to help businesses and organizations communicate their identity more effectively in relation to their stakeholders — by truly understanding their needs.
How do we do it? By always keeping our values at the forefront:
- creativity: cross-pollination, integration, curiosity;
- a strong attention to detail;
- tailored solutions for every project;
- a constant drive toward continuous improvement, change, innovation and growth.
Another key aspect of the Zaki approach is our commitment to working as partners and consultants alongside our clients, in a journey where change and innovation do not necessarily mean breaking away from the past. Because it is essential to preserve everything that already holds value and works well — enhancing it through continuity and by building on existing strengths.
These, then, are the pillars Zaki leverages to communicate any brand — including its own — in a way that is strong, authentic, empathetic, sustainable, effective and, ultimately, better.
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