In this conversation, Martin Zarian, a multi-hyphenate brand builder and strategist, shares insights from his journey across design, entrepreneurship, and business transformation. As Co-Founder and Design Lead at Factory 39, Co-Founder of Balabook, and Business Transformation Strategist at WAM, he has helped organizations rethink how brands are built and scaled in today’s digital-first economy. Beyond ventures, he is also the Founder and Host of Made in Cyprus, spotlighting local innovation and creative ecosystems. For Martin, success is about blending design with strategy, building brands that are not only visually compelling but also operationally resilient and globally relevant.
What inspired you initially to move into full-stack branding and start Factory 39? Was there a defining moment or challenge early on that pushed you in that direction?
I’ve always been fascinated by the bigger picture of how brands come together. Early in my career, I realised I didn’t want to just design a logo or a campaign and walk away. I wanted to be involved from strategy all the way to execution, because that’s where real transformation happens. The defining moment was honestly frustration seeing brands with great potential fail because their strategy, design, and marketing weren’t aligned. Factory 39 was my way of solving that problem.
Before founding Factory 39, what skills or experiences do you think were most formative in giving you the perspective you have today (on branding, strategy, design, leadership)?
Two things shaped me early on: playing competitive basketball and working for years in hospitality. Basketball taught me discipline, teamwork, and how to perform under pressure. Hospitality drilled into me the importance of hard work and exceptional customer experience when people walk away feeling cared for, they remember it. Alongside that, my years across design, marketing, and leadership roles gave me a 360° view of how brands succeed or fail. That mix still defines how I approach branding today.
How did the idea for Balabook come about, and what were the early challenges of balancing product/engineering needs with brand identity?
Balabook was born from a simple frustration, managing finances as a founder often meant messy spreadsheets and endless back-and-forth with accountants. I wanted a tool that made accounting simpler, more human, and conversation-driven. The early challenge was balancing engineering priorities with the brand vision. The product needed to be functional and reliable, but at the same time, I was determined it wouldn’t feel like yet another boring finance app. Keeping brand identity at the heart of the product was just as important as the features.
Which new industries, markets or geographies are you most excited about right now for Factory 39? What kinds of clients or projects are you looking to take on next?
I’m particularly excited about B2B brands operating in complex, saturated markets. These are the kinds of businesses where differentiation really matters and where branding can move the needle far more than tactical marketing alone. Geographically, we continue to work globally, but I see opportunities in regions that are often overlooked, where ambitious companies are hungry to stand out. The clients I’m most drawn to are the ones willing to challenge their category and go bold with their positioning.
When leading design as a co-founder, how do you balance big-picture brand strategy with the day-to-day demands of creative execution?
It’s a constant tension. I see strategy as the guardrails and execution as the playground. My role is to make sure the team has a clear direction but enough freedom to create. I try not to get lost in the weeds unless it’s necessary. It’s about trusting the team but also knowing when to zoom back in to make sure the work actually ladders up to the bigger vision.
What was the spark that led you to create Made in Cyprus? How do you envision Cyprus being positioned globally in the next 5–10 years?
The spark was simple: I wanted to showcase the stories we don’t hear about Cyprus. It’s too often seen only through the lens of tourism. I believe Cyprus has the potential to be recognised as a hub for creativity, tech, and culture, a small island that punches above its weight. Over the next decade, if we play it right, Cyprus could shift from being just a nice place to holiday to being a serious player on the global stage.
Do you see Made in Cyprus staying primarily a podcast, or evolving into a larger media/branding initiative for Cyprus?
The podcast is just the starting point. The bigger vision is to build a platform that curates and amplifies Cypriot talent across industries. Whether that becomes media, events, or collaborations with institutions is still open, but the intent is clear: Made in Cyprus should evolve into something that shapes the narrative of Cyprus globally.
