Client Overview: Unbundling a New Pathway
The transition of ZEDA Group into a standalone entity followed Barloworld Limited’s strategic move to unbundle its stake in Avis Southern Africa, leading to ZEDA’s listing on the Johannesburg Stock Exchange. This move signalled ZEDA’s new phase of operation as an independent business, focusing on an integrated mobility strategy.
Request: Distinct Identity for a Standalone Business
The challenge was to create a distinct brand identity for ZEDA post-separation. This new identity had to communicate its unique offerings and forward-looking vision while maintaining connections with the well-established Avis and Budget brands.
Creatives: Crafting the ZEDA Narrative
The creative process for ZEDA crystallised into a new logo, brand identity, and the strategic execution of this identity across internal and external channels, including a robust website design and development.
Rationale: Mobility and Connectivity Interwoven
The ZEDA logo’s design features four wheel-like dots that not only form the letter "Z" but also represent location pins, emphasising ZEDA’s commitment to connecting people and places. These pins are arranged and connected to echo the brand’s slogan, "Connecting Humanity", symbolising the interconnectivity at the core of ZEDA’s services. The colour scheme is a nod to the familiar Avis palette, maintaining brand continuity while the italicised font captures the dynamic nature of the mobility business.
Each of these brand narratives showcases Vividaret’s strategic and creative capabilities, carefully balancing the need to honour each client’s legacy while steering them into a future filled with potential and purpose.
