A strategy for global disruption

ZURU is one of the world’s fast growing companies, bent on disrupting stale industries, and categories.

With sectors spanning toys, FMCG and tech, I was tasked with collating the three completely separate industries, ways of working and 5,000 team members across 30 global locations, into one powerful and meaningful brand umbrella. A brand strategy to not only present to the world, but also build the internal brand. I developed a masterbrand strategy, story and tagline, along with ownable language to help excite and drive engagement and performance of internal teams, as well as potential recruits.

The result was a new driving purpose, with a shared vision to ‘Reimagine the products we use, the way we play, and the places we call home’. And a compelling tagline of ‘Tomorrow Reimagined’.

After this project, I worked on the ZURU Edge brand - the organisation’s FMCG business. I undertook the brand strategy, tagline, tone of voice, story and brand language.

Following that I developed the naming, positioning, story and language for Rhodes Pet Science - ZURU’s pet division.

Finalist - Best Awards 2022 (Life at ZURU employer brand)