Elevating brands
  • Project




Breaking away from a global entity, the brand required a new identity that clearly articulated and claimed their Australian first services, products and training capability while also building a strong tone of voice that would disrupt the flooded automotive industry. The brand required a staged trademarking strategy that would allow the brand to grow in the Australian market while also being easily pronounced by the target audience.


  • Position the brand as market and innovation leaders to reflect their technical expertise and skills.
  • Develop a personality that creates a positive disruption, invites their audience to engage and differentiates them from competitors.
  • Create a distinctive brand DNA and brand language to claim their market position as high-tech automotive specialists.

Naming & brand identity

The brand’s new name ZUCE, derived from the team’s expert knowledge of engine control units (ECU’s), evokes the electric spirit of vehicles and the power of automotive tuning while also positioning the business as experts in their field – with such deep knowledge that they know ECU’s backwards. The brand icon is distinct and is inspired by the power of Greek god Zeus, off-road maps and terrain. Supporting this is the brand promise performance evolved, which refers to automobile, business and service performance.

Brand positioning

The technical descriptor ‘Automotive Tuning Technology’ was developed to claim the specific expertise area of their market and simply describe what ZUCE does. To further claim their industry position, the language of ‘TEK Experts’ was used to position ZUCE as the go-to brand for Technology, Expertise and Knowledge (TEK) of automotive tuning industry.
This language was key to the development of the brand solutions streams – TEKTools, TEKTraining and TEKTalk. Altogether these brand elements explain ZUCE’s services, giving their staff a way to own their skills and knowledge by aspiring to be an industry TEK Expert.

Personality & campaign direction

The brand language of ‘unleash your inner tuning god’ and ‘become a tuning god’ were developed to disrupt the market and deliver a consistent brand DNA when applied across a range of marketing materials such as website home banners, print ads, promotional products and expo stall collateral. Combined with sleek, powerful and unique imagery the campaign material created an engaging brand personality that enhanced their brand awareness in the automotive technology market.


Overall, ZUCE’s new brand identity, applied across their entire business, has carved out their market position and increased their brand equity. Internal and external stakeholders are now aligned to the brand vision and clearly understand ZUCE’s services and value proposition.
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  • Our brand name is unique in our industry and marketplace.