Zero
The Fuel of the Future
Imagining a better way for the world to move.
Insight: Fuel that changes your life, without changing the way you live.
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Zero is a synthetic fuel sourced from air, and is the antidote to present-day fossil-based propulsion technology - a carbon neutral solution that can be dropped into existing combustion engines to deliver the same performance and range, capable of evolving fossil-heavy industries like aviation, where electric and hydrogen solutions are simply not viable. It’s science that makes saving the planet come naturally to us.​
Idea: ‘Go Zero. Do More.’
We turned a motif into a movement, with the momentum to change the way the planet moves. Zero partnered with AKQA to inject a positive and empowering essence into the brand’s engine. From retooling their name into an action that would unlock new opportunities, to building a cutting-edge digital destination that gives the future a calling card, science came together with soul to enliven Zero.
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‘Go Zero. Do More’ is an energising promise that whether you drive, cruise or fly Zero, you can do so with an impact that’s zero on the planet, 100 for you.
Design: Scaling from zero to infinity.
AKQA created a digital-first identity and bespoke design system inspired by the typographic forms of the Zero wordmark. An accompanying library of simple yet versatile UI components where designed for forward-thinking energy and intuitive use.
Zero’s new digital identity transforms its logo into a dynamic storytelling compass, guiding users through the brand's journey. The circular motif is leveraged as both a graphic glass portal as well as a navigational device, balancing fluid style with minimalist interfaces for a futuristic elegance.
AKQA crafted an expressive and visionary tone of voice that reimagines the narrative of clean energy. The copy is deliberately crisp and thought-provoking, designed to inspire a paradigm shift in how global mobility is perceived. By balancing gravitas with clever optimism, the language challenges conventional mindsets, positioning Zero as a pioneer in the future of energy - where innovation meets responsibility.
Technology: Building for now and next.
Created in tandem with the new, digital-first brand identity and tone of voice, AKQA built a web solution fit for a fledging organization with a bold vision and endless possibilities, not only to suit the needs of now, but one that can scale with their business. Utilising a Composable MACH Technology stack that can grow with additional services, and scale with international audiences, press coverage and e-commerce. Maintained and managed through a Contentful CMS, Vercel and Hubspot, its component catalogue allows for new pages and navigational structures without additional development - putting the power in the hands of our client.
Space: Digital influencing physical.
The brand identity journey from the realms of digital to the physical, inspiring the design of Plant Zero.1. The technology centre and production facility is the first of its kind, creating synthetic gasoline, diesel and jet fuel - all 100% fossil free and made from just air and water. Zero branding combines with company founder Paddy Lowe’s F1 heritage to create a singular vision of scientific adventure and engineering precision.
“We now have a brand that is a true reflection of who we are and what we stand for. The sooner the world, its leaders and its influencers Go Zero, the better we all will be.”
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Paddy Lowe, Zero Founder & CEO
Credits
Agency
AKQA
Studio
London
Creative Direction (Copy)
Taraka 'TK' Tennakoon
Collaborators
Vylan Dalmaida - Strategy, Alex Payne - Account Management, Mike Pires - Design
Results & Impact
Powering forward a new era in global mobility.
Upon launch, the site saw an increase in traffic and inquiries to the Zero procurement team. Landmark partnership deals around the world soon followed, including Boeing, Rolls-Royce and petroleum conglomerate ADNOC Group in the United Arab Emirates, cementing Zero’s global impact - culminating in record-breaking speeds of over 200 miles per hour as an official partner of Stake F1 Team Kick Sauber.
Beyond this acceleration, the brand expanded its influence, driving innovation in motorsport while making the reality of a carbon-neutral future tangible. A future AKQA is proud to be in partnership with Zero in making possible.
65%
online engagement
34%
Bounce Rate
+2 mins
Online Dwell Time