Repositioning Europe’s leading carbon management platform for a new era

Context & Challenge

Reinventing Europe’s voice on carbon management

Carbon Management Europe (formerly the Zero Emissions Platform, ZEP) is a key European initiative supporting the development and deployment of carbon management technologies. Acting as an advisory body to the European Commission, CME brings together industry, research and policy stakeholders to accelerate the transition to climate neutrality.

In 2024, the organisation faced a structural turning point. While its role and influence had significantly grown, its brand and communication ecosystem no longer reflected its ambition, expertise, or central position within the European climate landscape. This transition was further marked by a strategic evolution of the organisation, including a change of name from ZEP to Carbon Management Europe (CME) early 2026.

The organisation needed to:

• Reposition itself as a leading, forward-looking authority on carbon management technologies
• Translate its new name and scope into a clear and credible identity
• Modernise its brand to match the expectations of diverse, high-level audiences
• Align all communication channels and assets under a coherent and impactful identity
• Strengthen its role as a knowledge hub and platform for collaboration

The challenge was not only to refresh the visual identity, but to embody a clear transition towards a new era, both symbolically and strategically, reflecting CME’s expanded role and leadership at European level.

Strategic Insight

Turning complexity into clarity

MOJO Agency developed a strategic approach grounded in one key conviction: for organisations operating at the intersection of policy, industry and science, clarity and coherence are essential to build authority and influence.

Building on CME’s mission, we anchored the strategy in the concept of the carbon loop, reflecting both dimensions of carbon management: avoiding emissions and capturing those that are produced. This principle became a central narrative and visual foundation, enabling us to structure a clear and meaningful story around complex technical topics.

We designed a transformation that:

• Clarifies CME’s role, mission and value proposition
• Structures its messaging across multiple audiences
• Translates technical expertise into accessible and engaging communication
• Introduces a slightly more disruptive and dynamic tone, helping CME stand out within its sector

The result is a brand that balances credibility with distinctiveness, positioning CME as both a leading authority and a forward-looking voice in carbon management.

Solutions

From strategy to a living brand ecosystem

To support the transition from ZEP to CME, MOJO Agency designed and deployed a comprehensive brand and communication ecosystem, combining strategy, rebranding, identity, digital experience and content tools.

This included the development of a unified platform aligning all communication levers, ensuring consistency across channels and touchpoints.

Solutions

01 Brand Strategy & Positioning

We defined a complete brand platform, including mission, vision, value proposition, and key messages.
This work clarified CME’s role within the European ecosystem and structured its positioning as a leading hub for carbon management expertise.
The approach was rooted in a Golden Circle logic, ensuring coherence between purpose, actions and communication.

Solutions

02 Visual Identity, Renaming & Logo Transition

We designed a new visual identity reflecting both innovation and scientific credibility, aligned with the transition from ZEP to Carbon Management Europe (CME).

At the core of this evolution, we developed a new logo built around the concept of the carbon loop. This is expressed through circular dynamics that simultaneously evoke the continuous management of carbon flows and subtly form the letters “C” and “E” of the CME acronym. We also created an animated transition from ZEP to CME, symbolising the organisation’s shift towards a broader and more structured positioning.

The visual system is supported by a bold and distinctive colour palette. We introduced a vibrant purple, enhanced with pink and blue accents, allowing CME to stand out in a traditionally conservative sector while maintaining a strong sense of professionalism and credibility.

Solutions

05 Video, Infographic & Digital Content

We produced an introduction video presenting CME’s positioning in a clear and engaging way, designed primarily for digital use.
In addition, we created a dedicated infographic explaining Industrial Carbon Management, now available on the new website, to make complex technical concepts more accessible to a broader audience.
These assets support onboarding, awareness and stakeholder engagement.

Solutions

06 Templates & Communication Toolkit

We developed a full suite of templates, including pitch decks, reports, social media formats and communication assets.
Each element is aligned with the new identity, enabling consistency and scalability across all outputs.

Results & impact

Positioning CME for its next chapter

The project marked a major transition in how CME is perceived and operates as a brand.

The new identity and ecosystem:

• Successfully supported the transition from ZEP to Carbon Management Europe
• Strengthened CME’s positioning as a leading European authority on carbon management
• Improved clarity and accessibility of complex content
• Enabled consistent communication across all channels and stakeholders
• Reinforced the organisation’s credibility and visibility within the EU ecosystem

Additional performance indicators, including website traffic evolution and engagement metrics, can be shared upon request.