ZapierOverview:Zapier has always been built around a simple promise: work should feel a little less repetitive, and people should have more room for the things that actually need them. But as automation moved from a niche behavior to an everyday way of working, the brand needed to open up too. Zapier had to feel less like a tool for the technically fluent, and more like something anyone could use to make their day run better.

We worked with the Zapier team on a new strategy, voice, and identity that could make automation feel clearer, warmer, and more human. The process was collaborative from the start, moving through many possible directions before finding a system that felt true to the product and generous to the people using it. A brand built not around doing more for the sake of it, but around making space for better work and, maybe, a slightly easier life.

Role: 
Exec. Creative Director
Client: 
Zapier
 Year: 2022

Agency:
Instrument




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