In 2013, Hackney Design Studio was commissioned to conceive and develop a comprehensive brand identity for the inaugural Zero Emissions Network (ZEN) pilot programme, an ambitious initiative focused on promoting sustainable transportation and improving air quality within a specific geographical area. A paramount consideration for the brand was the need to possess inherent longevity, ensuring its continued relevance and effectiveness over an extended period, ideally several years, without requiring frequent or substantial revisions.

The core challenge lay in creating a brand that was both aesthetically simple and conceptually robust, capable of effectively communicating the programme's objectives and fostering a sense of collective ownership and participation among the target audience. The intention was to develop a visual identity that would not only stand out but also effectively convey the core values of the Zero Emissions Network – sustainability, innovation, and community engagement – thereby contributing to the programme's overall success and long-term impact.

Recognising the need for a distinct and enduring identity for communication with businesses and the community, Hackney Design Studio carefully considered and created a variety of bespoke design elements, such as the programme logo, typography, colour palette, iconography and visual hand-drawn illustrations, all working in harmony to create a cohesive and memorable brand look and feel. 

Within a year, the project team identified air quality as a cross-boundary issue. With supporting data, the Mayor of London approved the expansion of the ZEN initiative to include Islington and Tower Hamlets. This tri-borough collaboration aimed for a greater impact on emission reduction in the Tech City area and beyond. The programme has since expanded to include two more councils, bringing the total to five partners, now funded by the Mayor of London. The original brand's core look and feel have been maintained throughout this growth, demonstrating its strength and durability.