• Transform magazine
  • May 17, 2021


Zoopla rebrands with aim to become UK’s number one property destination

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Zoopla, the UK’s most comprehensive property destination, worked with independent growth consultancy Zag to craft a new brand identity and design language. The rebrand seeks to drive growth and connect with consumers, marking Zoopla’s evolution since it first became a partner to homemovers and agents in 2017.


The new visual identity includes a new logo and typeface, a shift in the colour palette and an updated design system that unites the Zoopla customer experience. In the new brand the recognisable core purple colour is retained but refreshed and brightened, appearing deeper and making up the background of the new logo.

“With our new brand we have finally the means to be so much more than just ‘purple’. Our new brand is built on one simple insight: everyone’s journey to their next home is different, sometimes difficult but also with joy when they finally reach their goals,” says Gabriel Weichert, design lead at Zoopla.

Zag was commissioned to develop a differentiating Customer Value Proposition (CVP) that has guided and informed the design and shaped the product and brand experience. Intensive research and analysis showed that at any stage in the process, consumers are constantly balancing rational and emotional thinking. 

Working in collaboration with Zoopla’s in-house design team, Zag helped translate the CVP into new design principles that express the personality and energy of the business. The carefully crafted rebrand highlights Zoopla’s ability to connect home movers to the tools, information and inspiration needed during each unique property journey. 

‘Journey Lines’, the unifying feature of Zoopla’s new design system aims to create a brand world filled with personality, wit and playfulness at every touch point. The different touchpoints are the basis of the illustration style, call out useful information, give pointers and guide customers, and are the basis of infographics, data and functionality.

The rebrand and CVP are being used to drive internal transformation at Zoopla, ensuring the brand continues to be an innovative force within the property search sector.