Key objectives included:
We started with the look and feel: logo options, a colour palette, typography and supporting graphic devices such as icon sets and process diagrams, all developed and presented for sign-off before any design work touched the website itself. From there we built out tone of voice and a messaging hierarchy, making sure the language matched the audience, confident and authoritative, but never overclaiming, before moving into full site design and build.
We developed logo options, a colour palette and font pairings, alongside supporting brand assets including favicons, social profile treatments and a process diagram used to visually explain Zygens’ methodology. This gave the business a consistent, board-ready look across every touchpoint.
We defined a tone of voice suited to senior finance and professional services audiences, then used it to structure a clear messaging hierarchy across the site — from the top-line proposition through to proof points, sector credibility and calls to action.
We designed and built the Zygens website on Squarespace, bringing the new brand to life while clearly communicating the Discovery, Advisory and Deliver stages of the Zygens Framework. The site was structured to build trust quickly, surface real client results, and guide senior visitors towards booking a Discovery Programme.
Once the core brand and site were live, Zygens asked us to develop a second identity for AI Lab Leeds, a free community initiative helping local businesses and residents get to grips with AI through hands-on workshops and monthly meetups.
This called for a different register entirely: warm, approachable and community-facing, in contrast to the polished, board-ready tone of the main Zygens brand. We developed the logo and creative look and feel for AI Lab Leeds, then extended this into print media for the in-person meetups, including flyers, posters and pull-up banners, giving the initiative a consistent presence both online and in the room.
"We didn’t just want a brand that looked good — we needed one that would hold its own in front of finance and professional services boards from day one. Halston B2B got that immediately. They took the time to understand how technical and how governed our world is, then translated it into something confident and human, not just another AI logo. When we wanted to take that same energy into the community with AI Lab Leeds, they made the shift in tone look easy.”
Zandra Moore MBE
Founder, Zygens
Whether it’s a full identity and website build, or extending your brand into new audiences, get in touch to see how we can help.
