Case Study — Branding N Z C
From Web3 Niche to Startup Media Powerhouse
Scope
Brand Strategy
UX Research
Visual Identity
Content Framework
Role
Creative & Product Lead
Tools Used
Ghost CMS
Figma
Notion
Microsoft Clarity
Google Analytics
Type
Branding & Marketing
01 / Overview
N Z C began as a Web3-focused news platform. But as the startup evolved, so did its audience — expanding into broader startup territory, from climate-tech to early-stage funding, from industry shifts to innovation trends.
This case study captures the journey of repositioning and rebranding N Z C into a credible, community-driven media brand built for modern entrepreneurs — with a new visual identity, brand voice, and scalable content system.
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Headlines:
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Paragraphs:
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages.
02 / The Challenge
N Z C original design and voice were built for a crypto-native audience. But the brand’s new focus — early-stage startups, VCs, and ecosystem builders — demanded a radical shift:
The visual identity felt Web3-heavy and dated
The website had poor engagement (32% scroll depth)
Messaging lacked clarity around value for founders
There was no scalable system for consistent, on-brand content
This wasn’t just a redesign — it was a strategic repositioning.
03 / UX & Brand Research(Here’s where the real work started)
⸺ Brand FoundationsN Z C exists to help founders gain visibility, connect with investors, and stay informed through high-quality, data-backed journalism.
- What we do: Founder-first startup reporting — trends, funding, acquisitions, insights
- Revenue model: Ads, sponsored content, premium subscriptions, partnerships
- Vision: Become the most trusted, globally relevant platform for startup innovation and community-powered storytelling
⸺ Brand IdentityThrough internal workshops and interviews, we defined the new tone and visual direction:
Brand personality: Bold, data-driven, entrepreneurial, community-first
Customer perception goals: Trustworthy · Engaging · Growth-focused
Emotional goals: Empower · Inform · Inspire
Visually:
→ Clean, minimal, and editorial
→ Balanced between data + storytelling
→ Professional yet approachable
⸺ Target AudienceOur new primary user: the startup founder — early-stage, ambitious, and constantly navigating change.
🔹 Age: 22–40
🔹 Location: India, SE Asia, US, Europe
🔹 Behavior: Active on Twitter, Product Hunt, LinkedIn, and community forums
🔹 Pain points:
→ Lack of visibility in mainstream media
→ Complex editorial submissions
→ No clear platform for founder-first stories
⸺ Empathy InsightsFrom our user empathy maps and persona building:"Why does it take so long to get published?"
"Other platforms seem like pay-to-play — what makes this different?""I need real reach, not just a logo on a media site."
Users were asking for credibility without friction.
They wanted fewer forms and more feedback.
More community, less gatekeeping.
⸺ Journey MappingThe founder's journey to publish a story had 6 key steps:Discovery → Submission → Approval → Publishing → Engagement → Results
I identified friction at:
→ Onboarding (too vague)
→ Submission process (slow, unclear)
→ Post-publishing (no feedback loop)
We used this map to guide every UX and brand decision going forward.
04 / Brand Positioning
Competitive AnalysisWe studied TechCrunch, Crunchbase, YourStory, Inc42, and The Ken. What they do well:
SEO authority Data depth Big-name coverage What they miss:
High paywalls One-way media (no real community) Little support for early-stage founders N Z C gap to own:A hybrid model that mixes Crunchbase’s data, YourStory’s tone, and the power of interactive startup communities.
05 / Design & Content System
Visual Identity
A bold yet modular logo
Color palette mixing credible violets with punchy secondary tones
Serif + sans typography system for editorial feel and readability
Content Frameworks
Designed scalable templates for:
Startup funding posts
Climate tech wins
Acquisitions
Market trends
Founder AMAs
Every post design was created to be quick to produce, brand-consistent, and scroll-stopping.
06 / Results
— Scroll depth increased from 30% → 65% — Higher engagement across LinkedIn & Twitter posts — Consistent brand recognition across all platforms — A design and content system built for scale
07 / Final Thought
This rebrand wasn’t about a prettier logo or a trendier font.
It was about repositioning N Z C as a category-defining voice for modern startups — not just reporting the news, but building a community that shapes it.