Zinc rebrand

2022

Sole designer · App redesign

Zinc rebrand

2022

Sole designer · App redesign

Context

In 2022 Zinc was already an established presence in the UK background check industry, with customers like Marshmallow, Hello Fresh, and Bolt. Part of Zinc's bigger objectives was to move upmarket and be seen as a reliable provider for enterprise companies with hundreds of employees needing to be background checked.

Problem

Users loved what the product offered and the removal of manual tasks from background checking. But every now and again there would be some feedback around the trustworthiness of the brand. The old branding used a set of cool grey tones, making the app look cold and perhaps not the best fit for the target users (HR people, who are mostly female).

We hired a branding agency to help with the rebrand, but it was my job to overhaul and redesign the whole app to match the new branding. And to create a whole new design library with new components.

Solution

It took a few months to rebrand the app. We were a team of 5 engineers and 1 designer at the time, so it was a big undertaking — but we got there in the end.

This project was an opportunity to improve parts of the user experience of the app. It was an interesting exercise to keep things within reason and not let the project bloat too much. We maintained the core layouts of some pages, but updated others we deemed more impactful to change.

Package editor and questionnaire (before)

Package editor (after)

Questionnaire (after)

Creating a check package (before)

Creating a check package (after)

Creating a check package (after)