Zwift is the world's largest online cycling community making virtual fitness social.
In 2017, Zwift underwent a brand identity refresh to address a disconnect between the active and spirited product and the low-energy, dull visuals that represented it.
Once the Big Z logomark was complete, an extensive new brand guide was needed to ensure the effective use of dynamic colors and striking type alongside an improved mission statement and values.
Utilizing indoor training equipment, Zwift makes indoor cycling as entertaining and engaging as outdoor cycling. Players ride their bicycles on trainers while navigating through a virtual world on their own or through organized group rides.
Zwift has a devoted fan base that identifies closely with the product and what it stands for. We saw that the brand identity didn’t match the spiritedness of the product’s following, and created a new, vibrant personality for all aspects of Zwift’s design and marketing communications. The replacement of the old Zwift logo was a shock to many users, but they quickly embraced the new ‘Big Z’.
The rebrand launched across numerous platforms over the course of a month. We created a cross-platform campaign that included print, digital, online video, web, experiential applications.
