Challenge
The world runs on frontline work, yet the technology empowering billions of workers worldwide often goes unnoticed. Zebra has been in the hands of frontline workers since 1969, powering the way work gets done across over 80% of the Fortune 500 and beyond. Grizzly partnered with Zebra’s leadership and brand marketing teams to transform the brand putting purpose at the center, bringing their hardware, software, and innovation into one differentiated story and design language, and most importantly, putting frontline operations front and center.
Story
Frontline workers move fast, think faster, and keep daily life humming. They’re nurses ensuring the right medication reaches the right person. Warehouse teams fulfilling orders before dawn. Retail associates checking what’s in stock in real time. These are the people who make things happen. And yet, the technology that powers their work rarely gets the recognition it deserves. Zebra is the foundation for intelligent frontline operations, making frontline work faster, easier, and more efficient, while delivering innovation that makes experiences for the frontline and its customers (that’s you!) better every single day.
Working with the client as one integrated team, this is the idea we brought to life with Zebra’s new brand platform: Better Every Day. While competitors promise big transformation “someday,” Zebra delivers measurable progress now. Real incremental gains, better experiences, and new innovation across dozens of industries and tens of thousands of businesses worldwide—today, tomorrow, and into the future. Better Every Day is more than a platform. It’s a commitment to purpose. A story about human progress, enabled by innovation that respects the pace and pressure of the frontline.
Zebra’s identity needed reinvention. Their iconic logo was staying, but we improved construction, spacing, and legibility. We built graphic language rooted in their history—scanning, printing, shipping, and other aspects of frontline technology. This wasn’t about looking backward. It’s a step into the future with a bold brand voice that energizes communication and sets Zebra apart in a sea of B2B sameness. That voice is anchored in two key elements: their new primary brand color, Impact Green, and a new custom type family, Zebra Sans. The new identity system extends with more human photography, a vast icon library designed with connections to the Zebra logo, a comprehensive illustration strategy and library, and a layout approach that’s designed to bring clarity to complex technology. Alongside the new visual identity we developed a new, distinct brand tone and voice, and a scalable messaging framework for Zebra’s products and solutions. Every aspect built to scale globally, from executive presentations to the interfaces in the hands of frontline workers.
To launch the new identity into the world and capture the moment’s urgency, we developed a brand campaign: Better Begins Now. A rallying cry that refused to sound like typical B2B tech. An invitation. A commitment to the people who never stop moving the world forward. The campaign follows Zebra’s impact across key verticals, showing the human side of how Zebra’s technology makes frontline work Better Every Day.
“The experience of discovering a brand that has been there, in your life without you knowing it, is an opportunity to create meaning. We wanted to fill that opportunity with a powerful story for Zebra to tell. Because once you know their story and see Zebra in the wild, you will experience Zebra everywhere. At Target, Walgreens, Nordstrom, and so many other retailers globally. At your front door when Amazon, USPS, FedEx, and more scan your package. At the hospital on the bracelet around your newborn’s ankle. In the hands of first responders, warehouse workers, and every other frontline job you can think of. Zebra is there making every day easier, simpler, and more connected than before. It’s constantly innovating on behalf of frontline workers, enabling better visibility, better automation, and better experiences. Making work, and the world, better every day.”
Greg Gibson
CCO, Grizzly
What We Did
- Narrative & Messaging – Developed a compelling brand story and messaging framework that showcased Zebra’s real ROI from day one across their global portfolio
- Visual Identity System – Designed a bold, human, and precise identity, including a bold color palette, refined typography, and a flexible system of illustrations and UI-forward iconography.
- Launch Campaign – Better Begins Now – Concepted and executed a global campaign with a bold, urgent voice that cut through B2B sameness, spotlighting Zebra’s ability to deliver immediate impact today while building momentum for tomorrow.
