Clever

Making Emission Factors
Clear and Actionable

CLEVER is a Horizon Europe project working to redefine how greenhouse gas (GHG) emissions are calculated across transport and logistics. The project aims to develop a transparent and harmonised set of emission factors, supported by a robust methodology that will help Europe advance toward greener mobility.

ZN supported CLEVER in building its brand identity and communication ecosystem, ensuring complex technical work could be understood and shared by a broad range of stakeholders.

Project Information

A Brand Built on Clarity, Data, and Sustainability

From the outset, CLEVER needed a visual identity that balanced technical authority with accessibility.

ZN developed a logo concept growing from the “C” of CLEVER. Layered lines represent intersecting transport modes and data flows, while also symbolising consortium partners coming together around a shared goal.

clever branding

A sustainability-driven colour palette anchored the project’s visual language, designed for scalable use across digital, print, and event materials.

Creative Concept and Key Messaging

To keep the project’s mission clear and memorable, ZN developed a creative concept focused on usability and impact.

Helping reduce transport emissions, cleverly.

Tagline and hashtag variations were introduced to guide the tone of voice, layouts, and communication across project phases, helping translate technical ideas into crisp and engaging messages.

clever key message

Website, Print, and Partner Toolkit

ZN designed and delivered a complete range of communication tools, including:

A project website serving as a hub for methodology updates, consultations, and multimedia resources
Essential print materials, including a leaflet and infographics introducing CLEVER at a glance
Event branding assets, such as roll-ups and on-site visibility materials
A partner toolkit with templates and guidelines ensuring consistent execution across consortium members

clever website print

Social Media and Editorial Activation

ZN supported CLEVER’s outreach through an editorial strategy aligned with key milestones, including explainers, event recaps, interviews, newsletters, and behind-the-scenes storytelling.

This approach reinforces CLEVER’s core promise: creating a common and trustworthy reference for emission calculation that is easy to understand, share, and apply.

Why It Matters

Transport represents a major share of Europe’s greenhouse gas emissions. Achieving meaningful reductions requires credible data, shared methodologies, and cross-sector collaboration.

Through its branding and communication system, CLEVER helps make technical work actionable for policymakers, industry stakeholders, and citizens alike.