Legacy Refined
Modernizing a 400-Year-Old Global Icon
Zildjian is one of the oldest companies in the world, but when I stepped in, the visual identity had become a patchwork of identity debt. The brand needed a strategic evolution, not your standard re-brand. I was tasked with bringing a 400-year heritage into the digital age without losing the soul of the craft.
Strategic Design Execution
Architecting the Family of Brands
I developed a global brand system that finally unified a diverse and often siloed portfolio.
Acquisition
When we acquired Balter Mallets, I created a visual hierarchy that allowed them to feel like a native extension of the Zildjian family, rather than an outlier.
Refining the Legacy
I audited all of our brand assets and moved us away from dated legacy styles toward a premium aesthetic that looks as good on a 4K screen as it does on a cymbal stamp.
The Digital & Social Pivot
I spearheaded the design and rollout of our new Direct-to-Consumer (DTC) site. We prioritized high-fidelity imagery and a UX that actually mirrored the premium feel of the physical product.
Omnichannel Consistency
I managed the creative vision across every touchpoint, from high-conversion email sequences to paid ads. The goal was a unified voice that resonated with both the old guard legends and a new generation of Gen Z drummers.
I transitioned the organization from an agency-reliant model to a self-sufficient, in-house powerhouse. By founding the first dedicated internal creative team, I was able to take direct control of the narrative and establish a centralized source of truth for the first time in the company’s history.
The Strategy
Moving the Creative In-House
Creative Independence
We built a self-sufficient team that slashed our agency dependency and gave us total agility.
A Unified House
I successfully folded a major acquisition into the brand architecture while preserving the equity of both brands.
Future-Proofing a Legend
By modernizing the visual identity, we saw record-breaking digital engagement and finally achieved a cohesive global presence.