Context

Zoom is a company with 25 years in the market. It started as a single business but, over time, expanded into multiple areas, products, and services.

With this evolution, the need emerged to better organize the business structure and clearly reflect this transformation in the digital environment.

The project took place at a strategic moment, when the company was formally positioning itself as a holding. My role was to use design as a tool to translate this new business structure into digital, with clarity and coherence.

Problem

The main issue was not visual, but structural.

• The different business units were not clearly defined

• The website did not communicate the role of each company

• The digital presence created noise for clients, partners, and the internal team

• The digital environment did not reflect the company’s new strategic phase

This made institutional understanding difficult and weakened the company’s market positioning.

Solution

The solution was to structure the holding’s digital ecosystem, respecting the role of each business unit.

Key strategic decisions included:

• Clear definition of the holding structure

• Separation of messaging and value proposition by company

• Creation of individual websites for the main business units

• Visual and structural consistency across brands

• Information architecture designed to improve understanding

The focus was on organizing growth, not just keeping up with it.