Zehnder.
What was the challenge?
Zehnder Clean Air Solutions, a global leader in industrial air purification, had already built a strong and recognisable brand. However, as the business continued to grow across markets and industries, there was a need to bring greater clarity, consistency, and cohesion to how the brand was expressed across all touchpoints.
Having partnered with Mooch on a number of successful campaigns and creative outputs, Zehnder recognised an opportunity to evolve their brand further, moving beyond individual executions to create a robust, scalable system that could be adopted globally. The challenge was to consolidate learnings from previous projects and translate them into a refined corporate design framework, while also defining a clear and consistent visual language that could adapt across different audiences, industries, and stages of the customer journey.
A key part of this challenge was ensuring that complex concepts, such as air quality, invisible risks, and industrial processes, could be communicated visually in a way that felt human, credible, and easy to understand. The brand needed to remain precise and technical, yet also emotionally engaging and accessible. Additionally, with multiple internal teams and external partners using the brand, Zehnder required a comprehensive system that would eliminate ambiguity and enable consistent execution at scale.
What did we do about it?
Mooch worked closely with Zehnder to develop two cornerstone documents that would define the future of the brand: a refined Corporate Design Guide and an in-depth Visual Playbook.
The Corporate Design Guide brought together all core elements of the brand into a single, cohesive system. Building on our previous work, we refined and defined everything from typography, colour systems, spacing, and layout principles, through to iconography, where Mooch introduced a suite of beautifully crafted, hand-drawn icons designed to simplify information and enhance clarity across all materials. This guide provides Zehnder with a clear, practical framework to ensure consistency across global communications.
Alongside this, we developed a comprehensive 90+ page Visual Playbook that takes the brand a step further, defining not just how it looks, but how it communicates visually at every stage of the customer journey. Central to this was the introduction of audience-led visual thinking, broken down into three key stages: Sleeper, Seeker, and Solver. Each stage represents a different level of awareness and intent, allowing Zehnder to tailor its messaging and visuals accordingly, from bold, attention-grabbing metaphors that “interrupt autopilot” in the Sleeper stage, through to educational, environment-led visuals in Seeker, and finally product-led, proof-driven content in Solver.
We also expanded on Mooch’s previous work around bespoke imagery, developing a clear system for visualising invisible air quality risks in a way that is realistic, human, and evidence-led. The playbook provides detailed guidance on everything from dust visualisation and airflow representation to lighting, composition, and the use of AI-generated imagery, ensuring all outputs feel consistent, credible, and distinctly Zehnder. As highlighted within the playbook, every visual is designed to be “precise, human and evidence-led,” reinforcing trust and clarity across all communications .
The result is a future-proof brand system that empowers Zehnder teams across the globe to create high-quality, consistent, and impactful communications, ensuring the brand remains confident, recognisable, and adaptable for years to come.
Branding
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Visual Identity
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Tone of Voice
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Branding • Visual Identity • Tone of Voice •
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