Zoom Cares

Zoom’s legacy is that it built the world’s digital infrastructure for global connection. Zoom Cares asks what that connection is actually for. Our team was challenged to bring the meaning behind Zoom Cares’ existence to a realized, functional sub-brand identity. It needed a visual language strong enough to carry the weight of community investment without drifting into the soft-focus philanthropy that makes most corporate giving feel like an afterthought.

Sub-brands in tech giants tend to go one of two ways: invisible extensions or awkward additions to the pre-existing corporate structure. Zoom Cares needed a third option — a character of its own that felt like Zoom but moved differently, and more flexibly for their non profit partners.

We built that with them using a photographic style that put people at the core of the message, and illustration work that brought energy without losing humanity. We also incorporated copy that clarified the initiative’s purpose, and re-imagined their typographic system to feel bolder and less institutional.

We placed people at the center, both in the frame and in the copy, and brought greater vitality to the sub-brand system. We wanted their nonprofit partners to know they were interacting with an arm of an organization that understands who they’re showing up for.