The Ask

Zoom engaged Colossal, in partnership with production studio Scholar, to develop the strategic foundation and brand system behind a campaign introducing Zoom One. The challenge was to create a toolkit—visual, verbal, and narrative—that would expand upon Zoom’s existing brand identity and provide clear, functional guidance for how to express the product’s unique value.

The Answer

Colossal worked directly with Zoom leadership and product owners to:

• Expand and refine Zoom’s visual and language systems, creating a toolkit that translated brand attributes into clear narrative and design principles.

• Define how Zoom One’s specific features could be communicated through visual metaphors, storytelling devices, and on-screen messaging.

• Provide Scholar with a comprehensive creative roadmap, ensuring the production team could translate strategy into a finished video that felt distinctly Zoom.

• Deliver recommendations that balanced functional clarity with emotional resonance, showing how Zoom’s tools enable seamless collaboration.

The Result

The work was highly praised by Zoom’s leadership and became the foundation for the successful Zoom One campaign. The spot not only positioned Zoom as a category leader but also provided the internal brand team with a scalable, repeatable toolkit for future communications.

The impact was immediate: Zoom and Scholar invited Colossal back to repeat the process for a second major campaign, this time for Zoom Workplace—further proof of the value and adaptability of the systems-first approach.