What Zeus Jones Ltd. does

Zeus Jones Ltd. is a Minneapolis-based creative agency founded in 2007 that provides brand strategy, identity design, experience activation, communications, cultural insight research, innovation, and brand governance services to enterprise and growth-stage clients. The firm operates seven interlocking practice areas (Brand Strategy & Architecture, Brand Identity & Design, Brand Experience & Activation, Brand Comms & Storytelling, Consumer & Cultural Insight, Brand Innovation, and Governance & Enablement) and serves clients including Chipotle, Nike, Hilton (Spark and Tempo brands), General Mills, Ecolab, Nestlé/Nerds, Land O'Lakes, Target/Ulta, Sherwin-Williams, Fidelity, and NMDP, alongside startups and nonprofits such as Dimensional Energy, Perfect Day, Oobli, the Kennedy Center, and B Lab. Notable engagements include a seven-year Chipotle partnership spanning strategy, the Chipotle Goods apparel line, and the Chipotle Rewards program, the creation of Hilton's Spark and Tempo sub-brands, and Nike's Coaching for Belonging playbook translated into 24 languages. The firm is a Certified B Corporation (2020, re-certified), founded the Nostos Network community for independent companies, and operates the Demos investment arm alongside an internal editorial platform, Athena Jones, that publishes recurring cultural-insights research. The firm is privately held under founders and partners including co-CEOs Rocky Novak and Brad Surcey, with no disclosed external investors or funding rounds. The business model is project-based professional services billed on custom multi-year engagements, with no publicly disclosed pricing.

Name

Zeus Jones Ltd.

Legal name

Zeus Jones, Inc.

Website

https://zeusjones.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Zeus Jones is a Minneapolis-based creative agency founded in 2007 that delivers brand strategy, identity design, experience activation, and cultural-insight services to enterprise clients and growth-stage startups across CPG, hospitality, sports, healthcare, and nonprofit sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Strategy & Architecture: Strategic consulting services helping brands find their center and build systems that carry brand identity through to everything they do.
2. Brand Identity & Design: Visual identity systems and expressive design work creating clear, modular, and adaptable brand expressions.
3. Brand Experience & Activation: Experience design services creating physical and digital brand experiences that deepen customer relationships over time.
4. Brand Comms & Storytelling: Narrative development and content strategy across platforms and moments to build brand equity.
5. Consumer & Cultural Insight: Research services exploring cultural, emotional, and behavioral signals that shape consumer decisions.
6. Brand Innovation: Services helping brands grow into new categories, platforms, and concepts by building on iconic brand equity.
7. Governance & Enablement: Brand system design and technologies that empower teams to maintain consistent brand expression while expanding creative capability.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Zeus Jones is a Minneapolis-based creative agency providing end-to-end brand consulting services including brand strategy and architecture, visual identity and design systems, brand experience and activation, communications and storytelling, consumer and cultural insight research, brand innovation, and brand governance and enablement. The agency serves enterprise clients through multi-month strategic partnerships that connect brands to culture. Their proprietary intellectual property platform, Athena Jones, publishes research-driven content on brand strategy and cultural trends.

Product overview

Zeus Jones is a creative agency offering brand strategy, identity design, experience activation, and communications services. Their proprietary intellectual property platform is Athena Jones, a publication containing brand strategy and cultural insights research organized into five thematic issues. Beyond Athena Jones, their core service offerings include Brand Strategy & Architecture, Brand Identity & Design, Brand Experience & Activation, Brand Comms & Storytelling, Consumer & Cultural Insight, Brand Innovation, and Governance & Enablement.

Differentiator

Problem solved

Functional benefit

Brands

• Athena Jones: A thought leadership platform and content publication created by Zeus Jones, exploring topics including brand strategy, cultural insights, and the future of branding. It serves as a playground for uncommon wisdom.

Products and services

• Brand Strategy & Architecture Strategic consulting service that helps brands find their center and build systems that carry brand identity through to all expressions and operations. Designed for enterprise and mid-market brand teams seeking strategic clarity.
• Brand Identity & Design Service that builds expressive visual identity systems that are clear, modular, and adaptable, made to evolve over time rather than serve only as launch artifacts. Designed for brand and marketing leaders at established or emerging companies.
• Brand Experience & Activation Experience design service creating physical and digital brand experiences that deepen customer relationships over time, focused on lasting engagement rather than first impressions. Designed for marketers, retailers, and hospitality operators.
• Brand Comms & Storytelling Service that builds brand narratives unfolding across platforms and moments, layering stories to build equity with each storyline. Designed for brand and communications teams seeking cohesive multi-channel storytelling.
• Consumer & Cultural Insight Research service exploring the cultural, emotional, and behavioral signals that shape consumer decisions, helping brands resonate with real lives rather than demographic assumptions. Designed for insight, strategy, and innovation teams.
• Brand Innovation Service helping brands grow into new categories, platforms, and concepts by building on what makes them iconic. Designed for brand leaders pursuing category expansion or new product platforms.
• Governance & Enablement Design of brand systems and supporting technologies that empower internal teams to move fast while staying aligned, guiding consistent expression and expanding creative capability. Designed for in-house brand, marketing, and creative operations teams.
• Athena Jones A proprietary editorial and research platform created by Zeus Jones that publishes thematic issues exploring brand strategy, cultural trends, AI's impact on branding, emotional intelligence in brands, and cultural movements. It serves as ongoing thought leadership that supports the agency's client engagements and brand strategy practice.

Quantifiable outcome

• Nerds Candy revenue grew from struggling brand to $500M+ annual revenue under Zeus Jones partnership
• +4 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

25 partnerships are on record, tiered core and minor.

• LoomstatecoreStrategic or Co-development Partner · 1 October 2020Sustainable apparel production partner for Chipotle Goods collection. Loomstate partnered with Zeus Jones to ensure every item was created and sourced as sustainably as possible, using 100% organic cotton or polyester made from recycled materials.
• Anthem BrandingminorImplementation/ SI/ Consulting PartnerCollaborated on Chipotle Goods merchandise production and branding implementation.
• FlowState BrandingminorImplementation/ SI/ Consulting PartnerPartnered on Chipotle Goods brand expression and merchandise production.
• Ping ZhuminorStrategic or Co-development PartnerIllustrator creating artwork for Perfect Day's new brand identity, including hand illustrations and splash graphics.
• ClockworkcoreTechnology or IntegrationDevelopment partner for Sprig by Kohler e-commerce website design and build, bringing wellness brand to life digitally.
• Nike Made to PlaycoreStrategic or Co-development PartnerNike's global initiative for getting kids active, with whom Zeus Jones created the Coaching for Belonging playbook. Nike's Made to Play initiative had existing guides including Coaching Girls Guide, Hijab Playbook, and Sports Bra Playbook.
• 15 Global Coaches and ExpertsminorStrategic or Co-development PartnerCoaches and experts from Nike partner organizations around the world who contributed insights to the Coaching for Belonging playbook.
• PopulouscoreStrategic or Co-development PartnerArchitecture firm partnered on Minnesota United FC's Allianz Field stadium design, bringing Zeus Jones brand vision to life in physical space.
• Matre PhotographyminorImplementation/ SI/ Consulting PartnerPhotography partner documenting Minnesota United FC brand and fan experience.
• Bakar ElmiminorImplementation/ SI/ Consulting PartnerCreative contributor to Minnesota United FC brand experience and video content.
• Rachel HardacreminorImplementation/ SI/ Consulting PartnerPhotography and creative contribution to Minnesota United FC brand documentation.
• Target and Ulta BeautycoreStrategic or Co-development PartnerBoth retailers collaborated with Zeus Jones on designing the Ulta Beauty at Target shop-in-shop experience across 800+ locations, combining Target and Ulta brand strengths.
• Ford Motor CompanyminorStrategic or Co-development PartnerEcolab partnered with Ford on fleet electrification, with Ecolab creating vehicle wraps for Ford F-150 Lightning Pro trucks and Mustang Mach-E SUVs for Ecolab's service fleet.
• Vinnie Thomas (Rare Form)minorStrategic or Co-development PartnerCreative contributor to Ecolab brand refresh, bringing unique artistic perspective to brand identity work.
• 40k StudiosminorImplementation/ SI/ Consulting PartnerVideo production partner for NMDP brand launch materials.
• Pixel FarmminorImplementation/ SI/ Consulting PartnerVideo production partner for General Mills brand building initiative.
• Mark HolthusenminorImplementation/ SI/ Consulting PartnerPhotography partner for Spark by Hilton brand shoot capturing hotel properties and amenities.
• Paragraph FilmsminorImplementation/ SI/ Consulting PartnerVideo production partner for Spark by Hilton launch campaign.
• LindseyMadeThisminorImplementation/ SI/ Consulting PartnerCreative partner contributing to Tempo by Hilton brand development and visual identity.
• Fabiano DesigncoreStrategic or Co-development PartnerInterior design partner for Green Bay Packers Athletic Club, translating Zeus Jones brand vision into physical wellness space design.
• Josie PortillominorImplementation/ SI/ Consulting PartnerIllustration partner for Chipotle brand refresh and brand expression work.
• Lan TruongminorImplementation/ SI/ Consulting PartnerCreative contributor to Chipotle brand design and illustration work.
• Dylan NelsonminorImplementation/ SI/ Consulting PartnerPhotography partner for Oobli brand launch and product photography.
• Meredith SchomburgminorImplementation/ SI/ Consulting PartnerIllustration partner for Oobli brand identity and visual expression.
• Nostos NetworkminorStrategic or Co-development PartnerCommunity founded by Zeus Jones to help independent companies thrive, reflecting company's commitment to cooperation over competition.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• R/GA: Independent creative and brand experience agency offering brand strategy, design, and experience work for enterprise clients. Comparable in offering a hybrid of strategy, identity, and experience design with an innovation bent.
• Pentagram: Independent design agency specializing in brand identity and design systems. Directly comparable in brand identity work for major cultural and enterprise clients, including cultural institutions and consumer brands.
• Mother Design: Creative agency focused on brand strategy, identity, and design for major consumer and cultural brands. Comparable in independent positioning and emphasis on culturally resonant, design-led brand work.
• Anomaly: Independent creative agency offering brand strategy, advertising, and product innovation. Comparable in independent structure and broad service model spanning brand strategy through activation.
• Wieden+Kennedy: Independent creative agency known for brand-defining campaigns and long-term enterprise partnerships (Nike, etc.). Comparable in independent ownership and ability to anchor brand strategy for iconic global brands.
• Interbrand: Brand consultancy offering brand strategy, identity, and experience design for enterprise clients. Comparable in focus on strategic brand architecture, identity systems, and enterprise governance work.
• Landor & Fitch: Global brand consultancy delivering strategy, identity design, and brand experience. Comparable in enterprise brand strategy and identity, with broader geographic footprint.
• Lippincott: Brand strategy and design consultancy focused on corporate identity, brand expression, and experience. Comparable in premium strategy-led brand work for Fortune 500 clients.
• Droga5: Creative agency operating at the intersection of brand strategy, advertising, and design for major global brands. Comparable in creative-led enterprise engagements and reputation for category-defining work.

Emerging players

• Translation LLC: Independent creative and brand agency focused on culture, identity, and storytelling for enterprise and consumer-facing brands. Comparable in independent positioning with a stronger emphasis on cultural and purpose-driven work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/109797
• Instagraminstagram.com/zeusjones
• Xx.com/zeusjones
• Facebookfacebook.com/zeusjones

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zeus Jones Ltd.