

OVERVIEW
Positioning the protection pioneers.
ZAGG, the pioneers in mobile device screen protection, partnered with us to evolve their On Demand brand and messaging in response to increased competition in the category. We refined their visual identity and brand positioning, emphasising ZAGG’s leadership in innovation and screen protection. Our approach included enhancing core design elements, updating their palette, and curating targeted consumer imagery to better engage retailers and consumers. The result is a modern, digital-first identity that strengthens ZAGG’s position as the trusted protector of mobile devices worldwide.
Salt Lake City based ZAGG are the category creators of mobile device screen protection, specialising in the smart phone space. In 2018, we worked with them on crafting their brand and messaging for a new On Demand service which ZAGG pioneered, evolving screen protection from a boxed consumer shelf product to a retailer-provided screen protection service. The ground-breaking service had since successfully broken into markets across EMEA.
In the intervening years, competition had heated up in the On Demand Screen Protection category across EMEA and ZAGG recognised the need to reassert their position as #1 in the category.
ZAGG Your World.
To achieve this we needed to communicate a “Why ZAGG?” to both retailer and consumers alike. As well as being category creators, ZAGG retained its lead in innovation in enhanced screen protection. So where were the gaps? We spoke to ZAGG teams in a number of markets to get a sense of the challenges each were facing and where they felt those gaps might be. Ultimately, we uncovered a simple truth: ZAGG are market pioneers, obsessive perfectionists, and fearless innovators who protect screens of all kinds – it’s time we boldly own that in our brand messaging. As a result, we positioned the brand under a high level proposition – ZAGG Your World to reinforce the brand within the category. This breaks out for retailer and consumer specific messaging as it evolves into specific propositions – ZAGG Your Store and ZAGG Your Phone.
From legacy to leading.
Interviews with stakeholders highlighted the need for a stronger, more energetic visual toolkit that would capture attention and hold up to competitors’ aggressive social marketing. Building on much of the success and equity of the ZAGG parent identity, we worked with them to enhance core elements such as their signature burgundy colour, blending through it a modern, abstract gradient with accents of complimentary pink, purple and orange. The newly revised wider and brighter palette reflects the digital context through which their products are experienced, and captures the innovative clarity and screen enhancement benefits of ZAGG films – a key differentiator.
Consumer lifestyle-focussed photography was also curated to better target individual demographics, and an updated visual design language was employed, including the use of UI centric design features such as bevelled edging, which further helps to refresh and immerse the sub-branding into the contemporary digital realm.
WHAT WE DELIVERED
Brand Strategy
– Stakeholder interviews
– Brand positioning
– Messaging
– Tagline
Brand Identity
– Visual Brand Identity
– Verbal Brand Identity
Brand Expression
– Website
– Video animation
– Digital ads
– Presentation decks
– POS Packs


We positioned the brand under the proposition – ZAGG Your World. This would work for retailer and consumer specific messaging as it evolved into specific propositions – ZAGG Your Store and ZAGG Your Phone.



The newly revised wider and brighter palette reflects the digital context through which their products are experienced, and captures the innovative clarity and screen enhancement benefits of ZAGG films – a key differentiator.




The result is a modern, digital-first identity that strengthens ZAGG’s position as the trusted protector of mobile devices worldwide.
