Brand Strategy, Rebrand & Identity System | Death by Zero
Client: Death by Zero
Industry: Fashion / Streetwear / E-commerce
Project Type: Brand Strategy, Rebrand, Visual Identity System, Brand Playbook
Timeframe: 4 Months
Overview
Death by Zero was an established fashion brand with a loyal product offering, but its visual identity no longer reflected where the business needed to go.
The existing branding had been created in the mid-2000s and had become outdated across key digital touchpoints. The website, social media assets and EDM communications lacked consistency, creating a fragmented brand experience that made it difficult for the business to present itself with confidence.
The client had known for some time that the brand needed to evolve, but previous attempts had stalled due to a lack of trust and difficulty finding the right creative partner. The challenge was not simply to “refresh the logo”, but to create a strategic and visual foundation the client could believe in, understand and confidently use.
Project Summary
For Death by Zero, I led the development of a new brand identity system following a strategic repositioning phase. Working collaboratively with a marketing strategist, we clarified the brand’s audience, tone of voice and positioning before translating that strategy into a cohesive visual identity and brand playbook.
The final outcome gave the client a modernised, consistent and usable brand system across digital touchpoints — replacing outdated mid-2000s branding with a clearer, more confident identity built for e-commerce, social media and future brand growth.
