The insight
Just post-pandemic, it was becoming increasingly clear that most people want to be their own boss or start a side hustle. We wanted to appeal to this crowd by speaking their language, by understanding their pain points and genuinely solving them. We realized what they really needed was a space that would champion, support, and guide them all the way to the top.
The approach
A heroic, confident and inspiring brand was born – one that was anything but boring, starting with the unexpectedness of a free zone on the QE2. A business that promised to be in it with you, to do all the small things so that you could focus on the big ones. A place for all the game changers, doers, dreamers, hustlers and disruptors can really get into the zone.
With the strategy, brand story and messaging in place, we crafted a modern, bold identity with an image style that centers the entrepreneurs. We also came up with several ideas aligned with the overall positioning to ensure that it goes beyond just a cool brand and lives its essence as the zone that sets you free.
