Total Identity has developed the brand’s positioning and proposition. In a heavily competitive social media world, defining a unique proposition was a challenging task. The solution lay in combining the idea of ‘digital globetrotters’ with the idea of a ‘social-6th-sense’. The idea was taken on board by the creative team who designed the colourful aura as the expression of a globetrotter’s personal sixth sense and a manifestation of his of hers activity. The aura changes color as the more open users communicate and the more intense they socialize with friends and peers. In addition and to support the location-based positioning of the new phenomenon, we created the brand pay-off Here I am!
 
As Zumla is for really vain and expressive users, this bold statement does not only address the geographical component, it also directly puts the user in the spotlight. We then developed the entire brand language for Zumla, including the customized brand typeface, the brand tone of voice and tone of visual and the brand’s iconography.