ZWP set out to spin off its in-house innovation unit as a sub-brand for forward-looking, sustainable building projects. The new brand had to look young and bold, while leveraging ZWP’s reputation for quality and experience. That contrast creates a true USP: many young competitors may be innovative, but they can’t match 40 years of expertise and end-to-end service.

In joint brand workshops and through a brand audit of ZWP, we mapped shared values, defined new ones for the sub-brand, and developed its optimal positioning, both against competitors and within the ZWP brand architecture. Our design consulting defined the Brand Key and USP, as well as target audiences, touchpoints, and channels. On the communications side, we developed the core story, key messages, and tone of voice. We also created the name that conveys innovation and sustainability: MorgenGrün.

Our CI guidelines cover brand tonality, typography, imagery, layout principles, color palette, and illustration. The result is a bold and memorable identity. The project ended with the concept and build of the new website morgengruen.ing, including the header film. Content strategy and consulting were part of the work. The brand launch succeeded because we worked transparently and at eye level with ZWP. Fast alignment paired with a long view.

“Thank you for the great collaboration and the outstanding result. You made MorgenGrün shine. From the kickoff workshop through brand development to the website launch, we felt in good hands with you, and the new brand reflects our vision beautifully.” Mirjam Borowietz, Board Member, ZWP

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