Working closely with the client, Zebra facilitated the shift in business focus, setting a plan for the business transformation. Establishing new brand values and creating a new brand proposition and positioning more aligned to the new business focus.

This was followed by a radical change in brand visual identity. Starting with a new brand mark. Constructed by using two hexagons (universally known natural structures) linking together, portraying the organic product transformation process undertaken by CJA.

The new ‘clean’ styling with a fresh new colour palette and contemporary typography was rolled out across collateral, livery, website, advertising and merchandise to support CJAs new position in the market.