Branding Agency; Design, Communications, Web

ZEN: Hackney, Tower Hamlets & Islington Council Website

Air pollution causes more than 4,000 premature deaths in London each year. The Zero Emissions Network – ZEN – is an air quality initiative supported by Hackney, Tower Hamlets and Islington councils.


The scheme, also supported by the Mayor’s Air Quality Fund, aims to help businesses save money, reduce emissions and improve air quality. 

The ZEN project launched 2013 across Spitalfields, Shoreditch and Clerkenwell, one of the most polluted areas of London. It is also a thriving hub of young, innovative and proactive businesses, so this was the perfect combination of ‘challenge meets opportunity’.

The only online presence was static web pages on each individual council site and registrations were still being done by hand.


The original ZEN pages on the three sites

As more businesses entered the scheme – offering more services, discounts and deals to partners – a dedicated website was needed in order to bring all communications together, manage those relationships better, keep the information up-to-date more easily and save time and money.

InnerVisions ID were brought in to provide the design strategy, user-experience and design of the new site.


Developing ZEN’s existing brand guidelines, we designed a site which heroed the offers from partners first (the blue and grey boxes with icons which we also developed) and we lifted the brand with gentle quirky humour and personality, e.g. “News at ZEN”, “Get in touch, ZEN!”, “Zen Masters” (case studies) and the Twitter bird flying amongst the ZEN clouds at the top of the site.

The site was also ‘peppered’ with relevant stats and key ZEN achievements.

In the first two months of launch, ZEN has had nearly 100 new members and reached 1000 members – an increase of 7.6%!

The website also saves time and money by giving ZEN staff a place to direct enquiries, makes the benefits a lot clearer to current and potential members and allows businesses to sign up directly through the website (rather than manually as before).

The ZEN team were delighted with the final result.

InnerVisions ID took the time to understand the project and were clearly excited by our aims. They collaborated with our in-house design department to make the most of the materials we already had and ensure consistency across all our platforms. Thanks to their attention to detail, excellent communication and timely delivery, the whole design process ran smoothly and hassle-free.

We’re really happy with the finished article and save hours each week now that we can direct businesses to a clear, easy-to-use website.

Patrick Donnelly
Senior Project Officer, ZEN
London Borough of Hackney

InnerVisions ID is also proud to be an official ZEN partner, providing partnership rates on branding services for other ZEN businesses.



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