♞ Employer Brand - Case study
CLIENT
Zeal Group
INDUSTRY
Financial services employer
SERVICES
EMPLOYER BRAND
BRAND IDENTITY
GOVERNANCE
DESIGN SYSTEMS
GUIDELINES
CONTENT COMMS
Zeal Group - One global identity
Turning shared values into a global identity for people, culture and growth.
Zeal Group is a global fintech organisation behind trading and digital asset platforms. As Global Creative Lead, I led the creative development of its employer brand and global identity system with a specific goal in mind: moving from past perceptions to future potential. . Zeal Group’s external perception did not reflect its ambition, while internally there was no shared identity connecting people across regions. The project translated its purpose and values into a clear, scalable employer brand system, designed to inspire pride, strengthen belonging and attract the right talent, while creating a consistent global experience that reflects the organisation Zeal Group is becoming.
AT A GLANCE
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Zeal Group’s external identity no longer reflected the ambition of its global fintech business, while fragmented communications created an inconsistent experience across regions. The challenge was to build one shared employer identity that could unite its people, inspire pride and attract the right talent, while remaining flexible enough to work across cultures and touchpoints.
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The project translated Zeal Group’s purpose, values and employer principles into a unified identity and communications system. Built around the idea of thinking globally and acting with precision, the system connected employer narrative, visual identity, content and applications, creating a consistent foundation for people, culture and talent communications across regions.
Key elements included:
Employer brand architecture
A clear hierarchy connecting purpose, values, employer proposition and the unifying platform, Global Minds. One Mission.Creative direction and identity
A flexible visual language expressing Zeal Group’s macro-micro perspective through connected forms, typography, colour, photography and iconography.Content and communications architecture
Distinct communication styles were developed for culture-led storytelling and expertise-led content, giving the brand range while maintaining a recognisable identity.Signature campaign device
for EVP activation. Derived from the logo, the magnifying glass became a flexible device for framing people, highlighting ideas and connecting the identity with storytelling.Global applications
The system was extended across recruitment, employee communications, social content, onboarding and workplace environments.Brand governance
Practical principles, templates and creative standards enabled consistent execution while allowing communications to respond to different regional audiences and contexts.
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The rollout established a coherent and scalable employer brand ecosystem, giving global teams a shared identity and clearer framework for communication. Centralised workflows, templates and governance improved creative consistency, supported faster delivery and helped Zeal Group present a more unified experience across regions and touchpoints.
Supporting metrics:1 unified global employer brand system
5 core employee and talent touchpoints
2 distinct content and communications levels
4 values integrated into one brand narrative
Multiple regional teams working from shared standards
01 - STRATEGY TO IDENTITY
From brand principles, to culture experience.
I developed the employer brand architecture around three core principles: authentic to the employee experience, believable through credible and consistent expression, and aspirational in presenting an ambition people could connect with and attain. These principles were aligned with Zeal Group’s values—Grow, Trust, Adapt and Empower—to create a practical global system that guided the proposition, narrative, identity and communications across the employee journey. From purpose to progress
We want to inspire pride inside the company, to attract the right talent, and to create a sense of belonging for our people.
In other words, to make Zeal Group a place where people want to join, stay, and grow.
One shared story, designed to connect people across regions, and grow with every new chapter.
02 - THE SYSTEM
A visual language for connection and precision.
The identity translates global collaboration, adaptability and attention to detail into a flexible design system, bringing Zeal Group’s dual perspective to life: thinking globally while acting with precision. At a macro level, it reflects an interconnected organisation, diverse teams, markets and opportunities united by one mission. At a micro level, it expresses the vigilance, specialist expertise and attention to detail behind every decision.
Designed to inspire pride internally and attract the right talent, the system presents Zeal Group with clarity, confidence and ambition. Its flexible visual language adapts across regions, platforms and touchpoints while ensuring every expression tells a consistent story of trust, innovation and progress.
05 - OUTCOME
From fragmented communications to one working global system.
Zeal Group’s purpose, values and employer principles became a cohesive infrastructure connecting narrative, identity, content and governance across the employee journey.
Established a shared global employer identity
Connected culture with talent attraction
Positioned Zeal Group as the cultural parent brand