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Thanks for coming. 
! 
•A bit about Zeus Jones and how we operate 
•Outline of our branding process 
•A few example of our process in action
Our goal is for you to walk away with 
some simple, strategic branding 
exercises that you can apply to your 
next branding project.
A bit about us: 
! 
•Established 2007 to build Modern Brands 
•We have a team of 50 people in our Uptown office 
•Earlier this year, we opened an office in San Francisco 
•Everyone sits together around a couple of big tables
We believe modern brands are defined 
by what they do, not what they say.
We are an agent of change, not an 
agency of record. 
Modern Brand Accelerator 
For ventures needing a fast 
turn around modern branding 
framework 
Barrier Breaker 
For ventures needing to tackle 
a tough problem that is 
becoming a barrier to growth. 
Brand Builder 
For ventures looking to design, 
build and maintain a modern 
brand from the ground up.
We believe the role of a designer extends 
far beyond the act of designing.
We ask designers to: 
! 
•Understand how to define and craft a company’s belief and purpose 
•Effectively evaluate product categories and understand culture 
•Develop good ideas that support the brand strategy 
•Represent your own ideas to the client (We don’t have account people) 
•Facilitate collaboration with the client and team members throughout 
the process
Our process helps keep us on strategy 
and forces us to think differently 
Belief and 
Purpose 
Uncovering a 
company’s reason 
for being 
Competitive Audit 
and Whitespace 
How to set 
ourselves apart 
from our 
competitors 
Moodboard 
Exercise 
Visually define the 
whitespace in the 
category 
Sketch 
A framework to 
help us find as 
many unexpected 
combinations as 
possible 
Design 
Bring our ideas to 
life in a way that is 
well-executed and 
strategically 
sound
! 
Belief and Purpose 
! 
•What is the one unique belief this company has that sets them apart 
from everyone else? 
•Based on that belief, what is this company built to do?
! 
Competitive Audit and Whitespace 
! 
•Identify the visual clichés that all of our competitors seem to be doing 
•Find ways this brand can be disruptive to the category while still being 
true to their brand values
! 
Moodboard 
! 
•Visually define the whitespace that makes sense for this brand 
•Develop a clear POV on color, type, iconography, photography, patterns 
and textures. 
•Start with more images than you think you need, but edit to about 10-12 
images in the end
! 
Sketches 
! 
•A framework to help us find as many unexpected combinations as possible 
•The goal is to explore lots of ideas rather than strive for perfection
Idea 01: 
Idea 02: 
Idea 03: 
Idea 04: 
Idea 05: 
Idea 01: Idea 02: Idea 03: Idea 04: Idea 05:
Idea 01: 
Idea 02: 
Idea 03: 
Idea 04: 
Idea 05: 
Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: 
! 
Design 
! 
•Apply the look and feel of the moodboard to the best ideas from our 
sketching session 
•We prefer to show fewer options, but make sure they are on strategy 
•While we have a moodboard as a guidepost, we try to push our initial design 
directions as far apart as possible 
•The time we spend in our upfront process should make the design job much 
clearer
The following are the process 
examples that our design team 
presented at Design Camp.
Circle 
Built on the conviction that digital currency will change 
the world for the better, Circle is the first brand to deliver 
consumer and merchant services built on top of digital 
currencies like Bitcoin.
Brand Attributes: 
Freeing 
Disruptive 
Instantaneous 
User-focused 
Seamless 
Accessible 
Personal 
Simple 
Enjoyable 
Brand Belief: 
Money should work for all of us. 
Brand Purpose: 
Put the power of money in your hands.
Whitespace: 
• Focus on lifestyle, not technology 
• Talk to real people, not investors 
• Go beyond reducing friction, 
make it fun. 
Category Clichés: 
Financially-geared 
Faceless 
Investor-focused 
Pain-free 
Authoritative 
Cold 
Safe & Predictable 
Flat Color 
Disruption: 
Culturally-geared 
Human 
Consumer-focused 
Enjoyable 
Transparent 
Welcoming 
Innovative 
Bright, shifting color
CIRCLE 
CIRCLE 
CIRCLE 
CIRCLE CIRCLE
ICONOGRAPHY 
TYPOGRAPHY COLOR PALETTE 
TYPOGRAPHY COLORS GRADIENTS 
TYPOGRAPHY COLORS GRADIENTS 
Proxima Nova Extrabold 
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 
01234567890 
Proxima Nova Extrabold 
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 
01234567890 
Proxima Nova Bold 
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 
01234567890 
Proxima Nova Bold 
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 
01234567890 
Proxima Nova Regular 
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 
01234567890 
Proxima Nova Regular 
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 
01234567890 
LOGO 
ILLUSTRATIONS
MOODBOARD SKETCHES OPTIONS FINAL DESIGN 
CIRCLE 
CIRCLE
Minnesota United 
Pro soccer boasts a four-decade history in Minnesota 
but faced an identity crisis. With new name and a new 
spirit, Minnesota United FC set out to give local fans a 
team to call their own.
Brand Attributes: 
Unified 
Uniquely Minnesotan 
Accessible 
Honoring tradition 
Future focused 
Passionate 
Competitive 
Community Outreach 
Optimistic 
Persistent 
! 
! 
Brand Belief: 
Soccer has the power to unite people from all 
walks of life. 
Brand Purpose: 
Create a soccer team for all Minnesotans.
Whitespace: 
• Clean and sophisticated 
• Evokes classic soccer while 
feeling true to Minnesota. 
• Locally rooted, with global 
ambitions 
Disruption: 
Clean 
Understated 
European 
Classic/Timeless 
Purposeful use of color 
Flat 
Sophisticated 
! 
Category Clichés: 
Glossy 
Aggressive 
American 
Literal 
Loud color 
Bevel & Emboss 
Overwrought
MOODBOARD SKETCHES OPTIONS FINAL DESIGN
Prepare + Prosper 
Dedicated to bringing low income families out of the 
poverty cycle, Prepare + Prosper mobilizes financial 
professionals around the twin cities to offer tax & 
financial services to those who need them most while 
also working to change policy at a national level.
Elements to build around: 
• Bright, optimistic color palette 
• Photos & quotes from real people 
Elements that had to go: 
• That name
Brand Attributes: 
Smart 
Experienced 
Comfortable 
Transparent 
Accessible 
Collaborative 
Quirky 
Nerdy 
Fun 
Brand Belief: 
Everyone should have the right to economic 
stability. 
Brand Purpose: 
Improve the overall financial well-being and 
futures of low-income families.
Whitespace: 
• Introduce a fun & quirky spirit to 
the financial sector 
• Look accountable & legitimate 
among non-profits 
• Represent the innovative people 
in the org, not what they do 
Disruption: 
Refined 
Thoughtful 
Unique 
Friendly 
Ownable 
Inviting 
Fun 
Simple 
Category Clichés: 
Haphazard 
Unsophisticated 
Predictable 
Cold 
Generic 
Intimidating 
Boring 
Busy
HELPING PEOPLE ACHIEVE FINANCIAL SECURITY 
HELPING PEOPLE ACHIEVE FINANCIAL SECURITY
MOODBOARD SKETCHES OPTIONS FINAL DESIGN
We hope you’re able to walk away with 
some easy ways to keep thinking broad 
and strategically when you approach 
your next branding assignment.
Missy Reinikainen Brad Surcey 
Grant Wilson 
Rachel Hardacre 
@missyaustin3 
@bsurcey 
@grantwilson 
Stacia Burtis 
@staciaburtis 
Peter Petrulo 
@orangetrulo 
Alex Register 
@alex_register 
Brian Danaher 
@madeforending 
Gordon McIntyre-Lee 
The ZJ Design Team

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MN AIGA Design Camp 2014 - Modern Branding with Zeus Jones

  • 1.
  • 2. Thanks for coming. ! •A bit about Zeus Jones and how we operate •Outline of our branding process •A few example of our process in action
  • 3. Our goal is for you to walk away with some simple, strategic branding exercises that you can apply to your next branding project.
  • 4. A bit about us: ! •Established 2007 to build Modern Brands •We have a team of 50 people in our Uptown office •Earlier this year, we opened an office in San Francisco •Everyone sits together around a couple of big tables
  • 5. We believe modern brands are defined by what they do, not what they say.
  • 6. We are an agent of change, not an agency of record. Modern Brand Accelerator For ventures needing a fast turn around modern branding framework Barrier Breaker For ventures needing to tackle a tough problem that is becoming a barrier to growth. Brand Builder For ventures looking to design, build and maintain a modern brand from the ground up.
  • 7.
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  • 10. We believe the role of a designer extends far beyond the act of designing.
  • 11. We ask designers to: ! •Understand how to define and craft a company’s belief and purpose •Effectively evaluate product categories and understand culture •Develop good ideas that support the brand strategy •Represent your own ideas to the client (We don’t have account people) •Facilitate collaboration with the client and team members throughout the process
  • 12. Our process helps keep us on strategy and forces us to think differently Belief and Purpose Uncovering a company’s reason for being Competitive Audit and Whitespace How to set ourselves apart from our competitors Moodboard Exercise Visually define the whitespace in the category Sketch A framework to help us find as many unexpected combinations as possible Design Bring our ideas to life in a way that is well-executed and strategically sound
  • 13. ! Belief and Purpose ! •What is the one unique belief this company has that sets them apart from everyone else? •Based on that belief, what is this company built to do?
  • 14. ! Competitive Audit and Whitespace ! •Identify the visual clichés that all of our competitors seem to be doing •Find ways this brand can be disruptive to the category while still being true to their brand values
  • 15. ! Moodboard ! •Visually define the whitespace that makes sense for this brand •Develop a clear POV on color, type, iconography, photography, patterns and textures. •Start with more images than you think you need, but edit to about 10-12 images in the end
  • 16. ! Sketches ! •A framework to help us find as many unexpected combinations as possible •The goal is to explore lots of ideas rather than strive for perfection
  • 17. Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: Idea 01: Idea 02: Idea 03: Idea 04: Idea 05:
  • 18. Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: Idea 01: Idea 02: Idea 03: Idea 04: Idea 05: ! Design ! •Apply the look and feel of the moodboard to the best ideas from our sketching session •We prefer to show fewer options, but make sure they are on strategy •While we have a moodboard as a guidepost, we try to push our initial design directions as far apart as possible •The time we spend in our upfront process should make the design job much clearer
  • 19. The following are the process examples that our design team presented at Design Camp.
  • 20. Circle Built on the conviction that digital currency will change the world for the better, Circle is the first brand to deliver consumer and merchant services built on top of digital currencies like Bitcoin.
  • 21. Brand Attributes: Freeing Disruptive Instantaneous User-focused Seamless Accessible Personal Simple Enjoyable Brand Belief: Money should work for all of us. Brand Purpose: Put the power of money in your hands.
  • 22.
  • 23. Whitespace: • Focus on lifestyle, not technology • Talk to real people, not investors • Go beyond reducing friction, make it fun. Category Clichés: Financially-geared Faceless Investor-focused Pain-free Authoritative Cold Safe & Predictable Flat Color Disruption: Culturally-geared Human Consumer-focused Enjoyable Transparent Welcoming Innovative Bright, shifting color
  • 24.
  • 25.
  • 26. CIRCLE CIRCLE CIRCLE CIRCLE CIRCLE
  • 27.
  • 28. ICONOGRAPHY TYPOGRAPHY COLOR PALETTE TYPOGRAPHY COLORS GRADIENTS TYPOGRAPHY COLORS GRADIENTS Proxima Nova Extrabold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Extrabold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 Proxima Nova Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234567890 LOGO ILLUSTRATIONS
  • 29.
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  • 31.
  • 32. MOODBOARD SKETCHES OPTIONS FINAL DESIGN CIRCLE CIRCLE
  • 33. Minnesota United Pro soccer boasts a four-decade history in Minnesota but faced an identity crisis. With new name and a new spirit, Minnesota United FC set out to give local fans a team to call their own.
  • 34. Brand Attributes: Unified Uniquely Minnesotan Accessible Honoring tradition Future focused Passionate Competitive Community Outreach Optimistic Persistent ! ! Brand Belief: Soccer has the power to unite people from all walks of life. Brand Purpose: Create a soccer team for all Minnesotans.
  • 35.
  • 36. Whitespace: • Clean and sophisticated • Evokes classic soccer while feeling true to Minnesota. • Locally rooted, with global ambitions Disruption: Clean Understated European Classic/Timeless Purposeful use of color Flat Sophisticated ! Category Clichés: Glossy Aggressive American Literal Loud color Bevel & Emboss Overwrought
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 46. Prepare + Prosper Dedicated to bringing low income families out of the poverty cycle, Prepare + Prosper mobilizes financial professionals around the twin cities to offer tax & financial services to those who need them most while also working to change policy at a national level.
  • 47.
  • 48. Elements to build around: • Bright, optimistic color palette • Photos & quotes from real people Elements that had to go: • That name
  • 49. Brand Attributes: Smart Experienced Comfortable Transparent Accessible Collaborative Quirky Nerdy Fun Brand Belief: Everyone should have the right to economic stability. Brand Purpose: Improve the overall financial well-being and futures of low-income families.
  • 50.
  • 51. Whitespace: • Introduce a fun & quirky spirit to the financial sector • Look accountable & legitimate among non-profits • Represent the innovative people in the org, not what they do Disruption: Refined Thoughtful Unique Friendly Ownable Inviting Fun Simple Category Clichés: Haphazard Unsophisticated Predictable Cold Generic Intimidating Boring Busy
  • 52.
  • 53.
  • 54. HELPING PEOPLE ACHIEVE FINANCIAL SECURITY HELPING PEOPLE ACHIEVE FINANCIAL SECURITY
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 64. We hope you’re able to walk away with some easy ways to keep thinking broad and strategically when you approach your next branding assignment.
  • 65. Missy Reinikainen Brad Surcey Grant Wilson Rachel Hardacre @missyaustin3 @bsurcey @grantwilson Stacia Burtis @staciaburtis Peter Petrulo @orangetrulo Alex Register @alex_register Brian Danaher @madeforending Gordon McIntyre-Lee The ZJ Design Team