The Challenge
As Zerocater grew its product offerings beyond traditional catering, the company needed a refreshed brand identity that better reflected its evolving role in workplace food solutions. The existing voice and visuals no longer conveyed the modern, flexible, and technology-driven experience they were providing. To remain competitive in the catering space, Zerocater sought to modernize its brand presence, unify communications, and create scalable systems that could support growth across marketing, product, and sales.

The Solution
How I applied DesignOps practices to enable scale and consistency.

• Process Redefinition: Established standardized workflows, templates, and QA processes to reduce errors and accelerate asset production.

• Resource Centralization: Built and launched a brand resource portal in just 5 weeks for 120+ employees, providing a single source of truth for the new identity.

• Cross-Functional Alignment: Partnered with product, marketing, and leadership teams to ensure brand updates reflected business priorities and campaign goals.

• Program Support: Coordinated timelines and cross-functional approvals for the website redesign, helping take it over the finish line and contributing to a 129% increase in conversions.

• Iterative Improvement: Collected stakeholder feedback to refine tools and processes, driving adoption and continuous improvement across teams.

The Outcomes Achieved

• Increased Efficiency: Reduced project turnaround times and eliminated duplicate efforts through streamlined workflows.

• Improved Consistency: Unified brand application across website, campaigns, sales decks, and collateral.

• Measurable Impact: Supported the website redesign that delivered a 129% lift in conversions, directly contributing to business growth.

• Modernized Presence: Repositioned Zerocater as a flexible, technology-driven leader in workplace food solutions.

• Faster Onboarding: Resource portal accelerated adoption of the new brand for 120+ employees, ensuring alignment across teams.

• Stronger Collaboration: Improved processes and centralized tools fostered smoother cross-team communication and execution.

Design Deliverables:

• Logo redesign

• Visual identity system

• Pitch decks