Zeekr Brand
Categories
Branding, Strategy
Client
Zeekr Global
Project
Brand Transformation
Responsibility
Branding Art & Design Direction Strategy & Scalability
Year
2022–2026
As Zeekr expanded globally, the challenge was not only to build awareness, but to create a brand capable of scaling across markets, products, and touchpoints while maintaining a clear and consistent identity. The objective was to establish a strategic foundation that could guide decision-making across disciplines and strengthen the connection between business goals, customer expectations, and brand experience.
In an increasingly crowded EV market, where brands competed on similar technology and performance claims, Zeekr needed a framework that could differentiate beyond product specifications. The challenge was to build a cohesive brand platform that supported global growth while remaining relevant across diverse markets and cultural contexts.
As Zeekr expanded globally, the challenge was not only to build awareness, but to create a brand capable of scaling across markets, products, and touchpoints while maintaining a clear and consistent identity. The objective was to establish a strategic foundation that could guide decision-making across disciplines and strengthen the connection between business goals, customer expectations, and brand experience.
In an increasingly crowded EV market, where brands competed on similar technology and performance claims, Zeekr needed a framework that could differentiate beyond product specifications. The challenge was to build a cohesive brand platform that supported global growth while remaining relevant across diverse markets and cultural contexts.
The work began by translating market research, business objectives, and customer insights into a clear strategic direction. To align decision-making across teams, I led the development of the Creative Product Definition — a framework designed to translate strategic intent into tangible experiences.
The model established a shared language across brand, product, design, and marketing through five interconnected layers: Vision, Ambition, Experience, Character and Expression with the ultimate goal to identify Modern Luxury.
The work began by translating market research, business objectives, and customer insights into a clear strategic direction. To align decision-making across teams, I led the development of the Creative Product Definition — a framework designed to translate strategic intent into tangible experiences.
The model established a shared language across brand, product, design, and marketing through five interconnected layers: Vision, Ambition, Experience, Character and Expression with the ultimate goal to identify Modern Luxury.
Using CPD as the foundation, we defined a brand system that connected strategy with execution.
This included visual identity principles, tone of voice, experience guidelines, and a framework for evaluating future initiatives against a shared set of criteria.
The goal was not to create assets, but to create consistency.
The result was a scalable brand foundation capable of supporting product launches, campaigns, retail experiences, digital products, and future brand initiatives across multiple markets.
By creating a shared strategic framework, the work helped strengthen consistency, recognition, and long-term brand cohesion.
Using CPD as the foundation, we defined a brand system that connected strategy with execution.
This included visual identity principles, tone of voice, experience guidelines, and a framework for evaluating future initiatives against a shared set of criteria.
The goal was not to create assets, but to create consistency.
The result was a scalable brand foundation capable of supporting product launches, campaigns, retail experiences, digital products, and future brand initiatives across multiple markets.
By creating a shared strategic framework, the work helped strengthen consistency, recognition, and long-term brand cohesion.
