The pandemic turned Zoom into a household name overnight. But as the world started to open back up and move forward, perceptions of Zoom were stuck in the past. People still saw Zoom as a tool for video calls only. They didn’t realize Zoom had been innovating new products - like team chat, phone, webinar, and more - in one unified platform that could help businesses work more seamlessly in a new hybrid world.

So Zoom came to us with a big task: tell the world we’re a lot more than meetings – and get enterprise business decision makers to consider and use Zoom’s full suite of collaboration tools.

The primary target audience was enterprise business decision makers, with a focus on priority industries like health care, finance and retail.

We refreshed Zoom’s logo, and nicknamed it ‘The Slinky’: a refreshed logo that expands and contracts to highlight individual products in Zoom’s connected suite of collaboration tools. Each ‘O’ within the ‘Zoooom” logo represents a product, to visualize Zoom as a suite of products beyond video meetings.

We used the updated logo as a visual device to tell stories of Zoom’s new products like Chat, Phone, and Contact Center, and how they were transforming the ways businesses connect today. From new ways to service customers and innovative approaches for collaboration in industries like retail, health care and finance, we showed a surprising take on the role Zoom can have in helping businesses get ahead. And it was all grounded in a refreshed logo.

Launching at Zoomtopia, we set the refreshed logo out into the world via film endlines, social executions, high-impact digital OOH, and even the iconic Zoom meetings hold screen.

We specifically targeted enterprise business leaders on-the-go with our visual messages in office buildings, Times Square in NYC, airports, subways stations, mobile ads on Uber and taxi top ads. In addition, we tapped into our adience’s love of sports and business podcasts with targeted buys on Spotify and OTT video on Amazon Thursday night football.

Our work to transform perceptions of Zoom helped the company not just meet but outpace expectations for growth, increasing awareness of the communications platform by 28%, Zoom phone by 49% and Zoom Team Chat by 20%. As Zoom continues to innovate new products, our flexible logo will continue to be a vehicle for introducing a multitude of collaboration products to the world.