Ashton Z. Shu
Open magazine with a ZSA Moonlander keyboard spread

ZSA Moonlander

Brand Identity & Campaign For A High-Tech Keyboard

student project

The existing visual language relied heavily on skeuomorphic elements and lacked a clear contemporary identity.

This project builds a simplified brand identity and a campaign concept that reflects the keyboard’s modular design philosophy and technical character.

ZSA Moonlander billboard in a subway station
The previous ZSA logo beside the new Z lettermark on navy

Brand Direction

The brand direction focuses on clarity and modularity, reflecting the engineering mindset of programmable keyboard users.

A simplified logomark replaces the previous skeuomorphic logo. Its double outline follows the two-layer keycaps and the split layout of the boards, and it stays clear at small sizes.

Guidelines page with the horizontal ZSA logo lockups Guidelines page with the navy, violet, black and white palette
Guidelines page with DM Serif Display and Inter Guidelines page with trade-show booth applications

Identity System

The guidelines set out lockups, a deep navy palette, DM Serif Display with Inter, and applications from print to a trade-show booth.

Four campaign visuals: a subway billboard, a keycap close-up, a magazine spread and a product close-up

Campaign

Through bold compositions and close-up product visuals, the design emphasizes precision, customization, and the tactile experience of mechanical keyboards.

The visual system extends across multiple campaign touchpoints including billboards, editorials, and social media graphics, maintaining a consistent visual language built around precision and modular structure.