Brand Identity, Visual System
WEBSITE
\www.zoomtrade.ba (Under Construction)
Building Bosnia's first real distribution brand from scratch.
Zoom Trade approached me with something refreshingly honest: they had two borrowed logos, no real identity, and an open mind. Operating in a distribution market where none of the local competitors had any visual identity at all, this wasn't just a design brief, it was a genuine competitive opportunity waiting to be seized. The challenge was to build a brand system that could earn trust fast, feel human and approachable, and scale as the business expanded beyond FMCG into broader distribution.
Most distribution brands in Bosnia look like they don't have a brand at all. Zoom Trade was no different, relying on a borrowed logo from their parent company and an informal "ZT" mark. For a business built on trust between suppliers and retailers, the absence of a clear, credible identity was quietly working against them.
I built a complete brand system from the ground up, logo, colour palette, typography, iconography, patterns, social media templates, and business collaterals. The identity needed to balance two seemingly opposite qualities: professional enough to build credibility in B2B distribution, warm enough to feel approachable to everyday retail partners. The signature smiley icon became the emotional anchor, a subtle but ownable element that softened the structure and made the brand feel genuinely human.
The visual language centres on two colours that do different jobs. Zoom Green signals growth, freshness, and accessibility. Deep Blue grounds it with stability and professionalism. Together they say: we're a real business, and we're easy to work with. Every element, the infinity loop pattern, the dynamic curve iconography, the warm cream backgrounds was designed to communicate connection, reliability, and forward movement. The result is a system that works equally well on a business card in Sarajevo and a social post in any market Zoom Trade expands into.
The brand launched with a full guidelines document covering logo usage, colour, typography, iconography, patterns, social media templates, and business collaterals, everything Zoom Trade needed to show up consistently from day one.
