240 | Zapier Rebrand: Associations, Symbolism & The Ukraine War

In February 2022, on the eve of the Zapier rebrand launch, Russia invaded Ukraine. To avoid oppressive associations, their strategists had big decisions to make.

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First, Michael takes us on his journey from a pure-breed graphic designer to creative director and brand strategist at Zapier.

You’ll learn about the infamous Dropbox rebrand which Michael was part of and the lessons he learned from working with some big-name brand strategists.

Next, Michael breaks down the series of events throughout the Zapier rebrand and how the Russian invasion of Ukraine and the subsequent associated symbol of the war, brought the Zapier brand strategists back to the table to discuss brand associations and symbolism.

You’ll learn about the brand strategy questions that were asked to come to their decisions and how the solid strategic work previously produced, provided them with a working compass to make decisions with conviction.

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