Time to Zig
Guided by the manifesto, “zig isn’t just an app. It’s an attitude. It’s an expression,” we developed a new strategic narrative, visual identity, and motion system that transformed zig into a future-facing mobility brand and a rallying cry for people who refuse to stay stuck.
Client
Zig by ComfortDelgro
ROLE
Pitch, Creative Direction
Category
Branding
CONTEXT
CONTEXT
As consumer mobility habits evolved, ComfortDelGro sought to consolidate its taxi and ride-hailing offerings under one unified brand experience. While zig was already recognized as a booking platform, its role needed to expand beyond utility and become a stronger, more distinctive consumer-facing brand.
The challenge was to create a brand that could seamlessly unite multiple mobility services while differentiating itself in an increasingly competitive transportation landscape. Rather than positioning zig solely as another ride-hailing app, we identified an opportunity to establish it as a movement for smart switchers—people who actively seek better choices instead of settling for the status quo.
The resulting brand platform introduced the idea that when others settle, you zig. This simple yet powerful thought became the foundation for the refreshed identity, communications, and customer experience, reinforcing zig as both a practical mobility solution and a mindset for navigating everyday life.
As consumer mobility habits evolved, ComfortDelGro sought to consolidate its taxi and ride-hailing offerings under one unified brand experience. While zig was already recognized as a booking platform, its role needed to expand beyond utility and become a stronger, more distinctive consumer-facing brand.
The challenge was to create a brand that could seamlessly unite multiple mobility services while differentiating itself in an increasingly competitive transportation landscape. Rather than positioning zig solely as another ride-hailing app, we identified an opportunity to establish it as a movement for smart switchers—people who actively seek better choices instead of settling for the status quo.
The resulting brand platform introduced the idea that when others settle, you zig. This simple yet powerful thought became the foundation for the refreshed identity, communications, and customer experience, reinforcing zig as both a practical mobility solution and a mindset for navigating everyday life.
MY ROLE
MY ROLE
I was part of the pitch team that secured the project and helped shape the strategic vision behind zig’s transformation into a unified mobility brand. My role spanned strategy, brand positioning, and creative ideation, including the development of the “smart switching” platform and manifesto. As Design and Motion Lead, I directed the visual identity and motion system, overseeing the creative journey from concept to implementation to create a cohesive, future-ready brand experience.
I was part of the pitch team that secured the project and helped shape the strategic vision behind zig’s transformation into a unified mobility brand. My role spanned strategy, brand positioning, and creative ideation, including the development of the “smart switching” platform and manifesto. As Design and Motion Lead, I directed the visual identity and motion system, overseeing the creative journey from concept to implementation to create a cohesive, future-ready brand experience.
impact
Successfully repositioned zig from an outdated taxi-booking app into a modern mobility brand, helping ComfortDelGro compete more credibly with tech-first ride-hailing platforms.
Successfully repositioned zig from an outdated taxi-booking app into a modern mobility brand, helping ComfortDelGro compete more credibly with tech-first ride-hailing platforms.
More Works More Works
More Works SEE ALSO