Raphael Gueller and Anna Cirera are the Creative Director and Manager of the Brand Production team at Zendesk. They partner with design and creative teams to imbue Zendesk’s well-loved brand into everything they do. During the early years of the company’s rapid growth the application of the brand had become inconsistent and hard to track. With over 4000 employees across the globe, the team realized they needed a process in place to scale the brand alongside the growing company.

In a cross-disciplinary, team-wide effort, the brand team at Zendesk created Brandland, an online brand center that provides guidelines, assets, and help to anyone representing Zendesk’s brand. The results were seen and felt not only in how Zendesk showed up in the world, but in how employees interacted with and portrayed the brand, too.

In this talk, learn how the team at Zendesk codified a brand system that not only spoke to the external world, but also connected the dots within and across Zendesk, resulting in a more efficient team. See how their team shared ownership and took socializing the brand to the next level to ensure it would positively impact all levels of work at Zendesk, from day to day interactions to broader, public-facing endeavors.