Internet
Magic.

The Internet Magic Series by ZBD (Zebedee) is a month-long, community-driven event designed to reward users with digital rewards for interacting with the ZBD ecosystem. Participants engage in games, activities, and tasks — playing SpaceY, using the ZBD App, and taking part in challenges — to earn rewards.

Early on during my time at ZBD, we were developing a brand identity within a technology space heavily dominated by dark, futuristic visuals and overly technical branding. While these styles often looked polished, much of the industry felt intimidating, overly corporate, and difficult for wider audiences — particularly casual gamers and users unfamiliar with the platform — to emotionally connect with.

One of the biggest insights from our Gen Z research was that gaming is no longer just about playing — it’s about identity, community, and participation. Gen Z audiences spend a huge amount of time in digital spaces where avatars represent identity, communities form around shared interests, and memes and humor shape communication. People want to feel part of a culture, not just use a product.

My role was to help develop a new creative direction that repositioned Zebedee as more playful, culturally relevant, and accessible, while still communicating innovation and credibility. The goal was to move away from the stereotypical “tech” identity and create a brand world that felt more human, social, and emotionally engaging for a broader gaming audience.

That insight became central to the idea of a “universal internet citizen,” where a gamer tag functioned like a digital passport into a connected gaming ecosystem powered by digital rewards.

Working closely with the marketing and creative teams, we intentionally shifted the visual identity away from hyper-futuristic 3D corporate aesthetics toward a more vibrant 2D illustration style inspired by gaming and internet culture. This shift was driven by both audience research and strategic branding decisions. The original futuristic approach blended too easily into the wider competitive market, while overly serious corporate branding often created skepticism rather than trust.

The new visual system introduced bold illustrations, mascots, expressive characters, internet-inspired humor, and simplified storytelling to explain complex monetization systems in a more approachable way. That style also opened up opportunities for playful short-form content and social storytelling — animated mascots, meme-style videos, and “dogs explaining rewards” style content that made complicated ideas feel approachable and culturally native to internet audiences.

The playful visual identity therefore became more than just an aesthetic choice — it became a communication tool that allowed the brand to educate users about rewards in a way that felt social, entertaining, and emotionally accessible.

The rebrand ultimately helped distinguish ZBD from generic tech competitors and created a much stronger emotional connection with gaming audiences. By shifting toward a more community-focused and culturally aware identity, the brand became more approachable for casual gamers, less intimidating for wider audiences, and more visually distinctive within the gaming space.

The Internet Magic Series also supported engagement across the ZBD ecosystem by encouraging users to take part in games, app-based tasks, and community challenges while earning rewards.

• PurposeDrive engagement with ZBD's gaming and rewards ecosystem.
• RewardsUsers earn rewards through the ZBD app by completing tasks and challenges.
• EcosystemIntegrated into the ZBD app and gaming ecosystem, powered by the platform network.
• ActivitiesChallenges, in-app actions, and game participation.