Z3 DATA SERVICES
Brand Identity & Website Design | Spring 2025
During my co-op as a part of the LaunchPad program at Mertz Design Studio, I had the opportunity to lead a multifaceted client project for Z3 Data Services. Z3 Data Services is a waste management analytics startup with a mission to help businesses transform how they track, manage, and optimize waste data for a greener, more efficient future. With the goal of making Z3's identity feel as smart and streamlined as their platform, I developed a full re-brand that emphasizes the connection between organic and technological elements.
Initial Brand Audit
I began my process by familiarizing myself with Z3 Data and analyzing their current visual assets. This helped me identify some preliminary opportunity areas and articulate what was not working to the client.
Competitive Audit
I took a deep dive into auditing five of Z3 Data's key competitors, looking at each brand's presence in terms of overall branding, tone & messaging, and website & navigation. From the successful and unsuccessful examples, I identified takeaways from each brand and summarized my findings into six key learning points.
Brand Identity Exploration
Focused on creating a mark that communicates the "Z3" name and connects with the company's mission through a mix of geometric and organic forms, I developed three logo and identity concepts that I presented to the client.
Concept Refinement
After receiving client feedback, I narrowed and refined my concepts for a second round presentation. I modified the first concept to introduce a positive "Z" for more immediate understanding. The second concept combines geometry from the other two previous designs into a complete wordmark, providing more name recognition.
Final Branding Direction
Marketing Applications
Website Architecture
For Z3's website strategy, I partnered with a marketing consultant to develop a brand new sitemap and component-based architecture.
Final Website
Brand Guidelines
