Zanda
Practice as you imagined it.
RoleStrategy, Copywriting
ScopeRebrand
A rebrand in collaboration with Attic Salt and our client Zanda, formerly known as Power Diary. With 15 years of evolution behind them and U.S. expansion on the horizon, Zanda set out to fully transform their brand.
We crafted a refreshed identity that captures Zanda’s drive to empower practitioners. The brand now brings together a vibrant new look, empathetic tone, and a buzzing sense of purpose. And yes, there's even an iconic brand mascot (who you'll meet later).
We focused on amplifying Zanda’s mission: making health practice management easier, more efficient, and genuinely enjoyable. Their goal is simple: to equip practitioners with tools that cut through admin tasks, so they can run their practices their way and focus on what truly matters. Through close collaboration with their team, we uncovered the heart of the brand story—an enduring optimism and energy that shapes everything they do.
01 Practitioners are the backbone of their practice— when they thrive, so does their business.
02 Thriving means excelling at work plus having the freedom to enjoy life beyond the office.
03 Practitioners want to control their destiny, not be buried in admin busy work.
04 Busy work shouldn’t stand in the way of delivering quality care.
The key insights that guided our strategy
05 Support with admin lets practitioners make the most of their day.
06 Efficient practice management is key for every practice, no matter the specialty or stage.
07 If there were a button to zap busy work, every practitioner would push it.
Buzzin’ through busy work with Bizzy
We took inspiration from the highly efficient and purposeful life of bees as the core of our strategy and design concept. Energetic and focused, bees excel at completing tasks to make the most of their day. They work smart, never relying on guesswork, and their decisions impact the entire hive. Sound familiar?
Bizzy is Zanda's brand mascot, adding personality and a touch of play to the customer experience. This little bee knows how to get work done, embodying the themes of autonomy, efficiency, and confidence that define the brand. Such a fun, dynamic touch enhances campaigns, website, and internal resources, bringing Zanda’s message to life in a memorable way. Enter: loads of bee puns.
The approach: software with soul
I developed five personality traits—Smart, Vibrant, Relatable, Inspirational, and Dependable—that connects with practitioners on a human level. By pairing these with messaging focused on simplicity, productivity, and connection, I enabled Zanda to address the real pain points practitioners face every day. The new verbal identity brings Zanda’s energy and empathy to the forefront, delivering clear solutions that make practice management feel less like a chore and more like an opportunity to thrive.
Deliverables
Brand Positioning
Brand Language/Copy
Contracted By
Press
In the Wild