Zoonou
Brand / UI / UX / Development
A leading provider of digital quality assurance services, Zoonou has spent nearly two decades helping their clients deliver reliable, accessible and secure digital experiences. In 2023, they marked a significant milestone, becoming the first software testing company in the UK to transition to 100% employee ownership.
Reimagining a brand and website to reflect a new era.
The rebrand was driven by a desire to more accurately represent the business today. As an employee-owned organisation, and one working towards B Corp certification, with a strong focus on quality, collaboration and long-term partnerships, they wanted their brand and website to better reflect these values.
The existing website was also approaching the end of its lifecycle. Built on an unsupported WordPress theme, it limited flexibility and made it difficult to evolve content or create new pages efficiently.
There was an opportunity to modernise the platform, improve how users navigate and engage with content, and make it easier for prospective clients to understand how Zoonou can support their goals.
Strategic focus
The customer need
Zoonou works with a wide range of organisations, from government teams to fast-moving digital businesses. While their needs differ, they share a common requirement: a trusted partner who can help them deliver high-quality digital services.
The new website needed to make this clearer. It had to help users quickly understand Zoonou’s services, explore relevant case studies and self-qualify based on their specific needs. It also needed to better showcase the people behind the work, reflecting the collaborative approach that defines how Zoonou delivers projects.
Our approach
Yoyo took a collaborative, insight-led approach, working closely with the Zoonou team throughout.
Through in-person workshops and regular feedback sessions, we built a strong understanding of their existing values, business goals and audience needs. This ensured the work stayed grounded in what already made Zoonou successful, while creating space to evolve how that story is told. The close working relationship meant decisions could be made quickly, with both teams aligned on outcomes throughout.
Collaboratively crafting a bold brand
Our design team developed a refreshed brand identity that clearly differentiates Zoonou within the quality assurance space. While many of their competitors rely on similar visual cues - often leaning heavily into blue or red - this rebrand intentionally takes a different direction.
The new palette centres on green, reflecting growth, clarity and trust, while retaining Zoonou’s distinctive purple as a link to their heritage. Orange was introduced as a complementary accent, bringing energy and signalling a new chapter for the business following the transition to employee ownership.
Strengthening SEO, improving UX, migrating the CMS.
With the new identity in place, we designed and built a flexible, component-based website using Umbraco CMS.
This approach allows Zoonou’s team to create and adapt pages without being constrained by templates, giving them far greater control over how content is structured and presented.
The Zoonou marketing team played a central role in building out the site, including page creation, content migration and copywriting. Yoyo supported with SEO insights and UX improvements, helping shape clearer user journeys and stronger conversion paths.
Quality assurance was embedded throughout. Zoonou conducted testing at component level and carried out full end-to-end functional, accessibility, performance and penetration testing ahead of launch - ensuring the site met the same high standards they deliver for their own clients.
Reflecting who Zoonou are today.
The new platform provides the flexibility to evolve content over time, supports clearer user journeys and enables prospective clients to better understand how Zoonou can help them achieve their goals. It also makes it easier for users to self-qualify and for the team to quickly create and adapt content without developer support. It also places greater emphasis on the team behind the work - an important reflection of their employee-owned model and collaborative approach.
Since launch, Zoonou has seen a significant increase in enquiries, with 70% more web form submissions from launch to December 2025 compared to the same period the year before.
From the first meeting with Jenny and Anna, I knew we’d choose Yoyo. During the selection process they really stood out - they took the time to understand who we are, what we were trying to achieve and why it mattered. That alignment on a values level was clear from the start, and it just felt like they genuinely got Zoonou.
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