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 Zero Emissions Network (ZEN) faced the challenge of developing a brand that was simple yet strong, effectively communicating its goals and encouraging participation. The aim was to create a visual identity that highlighted the core values of sustainability, innovation, and community engagement, contributing to the programme's success.

Hackney Design Studio developed a distinct and lasting identity for ZEN, including a logo, typography, colour palette, iconography, and hand-drawn illustrations, all working together to form a cohesive brand. Initially expanded to include Islington and Tower Hamlets due to air quality concerns, the programme, funded by the Mayor of London, now involves five councils, with the original brand maintaining its strength and durability throughout this growth.