Zela
ZELA is the vertical SaaS platform for the private security industry, designed to make it easy for security companies to hire guards, manage operations, and scale their business.
Service
Branding
Year
2024
Timeline
1 month
Client
Zela
Martin delivered exactly what we needed, fast, fun, and functional labels that made Nomad impossible to overlook.
Nathan Wong
Founder
Project overview
The private security industry, a massive yet underserved market with over $100M in revenue and 4.5M guards across Latin America, struggles with outdated pen-and-paper systems for operations. Zela, a vertical SaaS platform founded by Nathan Wong, aims to revolutionize this space with a tech-driven solution to simplify hiring, management, and scaling for security companies. When Zela approached us, they were refining their initial MVP—a web dashboard tested with 105 guards and 2,200 shifts across Mexico City and Panama City—revealing a 70% need for redesign due to complexity. With $500K in pre-seed funding, the remote-based team sought a cohesive brand and intuitive product experience to convert their first paid customers by year-end.
Project process
Our research exposed guards’ harsh conditions—24-hour shifts, low pay, and danger—shaping Zela’s focus on worker care. We created a brand identity focused on simplicity, enhancing efficiency and humanity, empowering guards, and fostering safer communities through compassionate design.
Final result
Zela’s logo is a geometric emblem blending three concepts: a "Z" for the brand, a shield for protection, and an eye for vigilance, reflecting its Portuguese meaning, "to devotedly take care of, to watch over."
