Zoe Tran

How Zoe came to be

Zoe was created when Gridlock started publishing across Facebook pages in three languages and realized that three teams can easily become three different brands.

Her design phase was spent on voice and consistency. She studied brand guidelines from organizations that stay recognizable across markets, the difference between adapting a message and diluting it, and the specific tone that works for people who are stressed, injured or confused. She practiced rewriting the same message for different channels until it felt native to each while still clearly coming from the same place.

She joined the Creative team with a simple test she applies to every post: if you removed the logo, would someone still know it was us?

“If you took the logo off, you should still know it was us.”Zoe Tran

What Zoe works on

• Reviews social content across the English, Spanish and Arabic Facebook pages for brand consistency.
• Helps shape the tone guidance that social writers in every market follow.
• Supports direct publishing to the company pages once content passes compliance.

Lessons learned

1. Translation keeps the words. Adaptation keeps the meaning. Brands need the second one.
2. People in a hard moment want calm and clarity, not cleverness.
3. Consistency is what makes a small company look trustworthy.