ZAG Labs
Building a bold brand identity for a startup studio that breaks the rules
ZAG Labs
Building a bold brand identity for a startup studio that breaks the rules
Role
Brand Designer
Scope
Brand Identity
Design System
Brand Guidelines
Year
2025
Brand Identity
When Zag Labs approached me, they had big ambitions but zero visual presence. They were building a startup studio to help founders "zag when others zig"—but needed a brand to match that energy.
The challenge: establish a visual language that differentiates from generic accelerator brands, deliver a complete system—logo, colors, typography, guidelines—in 4 weeks, and position them as bold but credible.
I built them a brand that doesn't apologize for being bold.
Project Goals:
→ Establish visual language that differentiates from generic accelerator brands
→ Develop a distinctive logo that embodies "zag not zig" philosophy
→ Build a flexible color and typography system for all applications
→ Create comprehensive brand guidelines for internal team and partners
→ Deliver everything needed to launch with consistency and scale, within 4 weeks
Logo Design: Intelligent Rebellion
The wordmark features a backwards-slanting 'a' that literally visualizes "zagging" against convention. Immediately memorable while staying professional.
Brand Colors: Fire & Energy
The color palette needed to feel energetic without being childish. I built a fire-themed primary palette (deep ember to golden peach) balanced with strategic neutrals and blue accents.
I established a 30-60-10 usage rule: 60% neutrals for readability, 30% fire colors for energy, 10% blue for strategic accents. This keeps the brand bold but usable.
Typography: Geometric Strength
Libre Franklin for headlines brings geometric confidence that startup founders trust. IBM Plex Sans for body copy, IBM Plex Serif for emphasis. All free via Google Fonts for easy team access.
Brand Patterns & Illustration
To extend the brand beyond logo and colors, I developed custom background textures (pixelated gradients, grain effects) and "Ziggy" the mascot—a skeleton that brings personality to marketing and social content.
The Result
Zag Labs now has a complete brand identity system that positions them as bold but credible. Exactly what they needed to attract ambitious founders.
The comprehensive system gives them everything to launch and scale—from website and pitch decks to social content and investor materials.
Outcomes
Distinctive in Market The backwards 'a' and fire palette make Zag Labs instantly recognizable. Memorable. Bold. Impossible to ignore.
Flexible & Scalable Complete system ready to grow—from social posts to website redesigns—without constant designer involvement.
Professional Credibility Bold positioning with polished execution. The energy founders want, the substance investors expect.
