Art Direction - reshaping and building Zunder
Led the reshaping of Zunder's brand from the ground up as part of a full rebranding and name change process, developing the complete corporate identity while defining and stating the brand's foundations in its new brandbook.
Directed the comprehensive redefinition of Zunder’s brand identity, aligning every visual and communication element with its core values of sustainability, transparency, and trust. This transformation spans all brand touchpoints — its visual core, its kinetic voice, and the translation itself of the brand on its experience.
When I first joined Zunder three years ago to lead its comprehensive image, the company was one of Spain’s pioneering electric vehicle charging operators, with just 5 operational stations across the country. From the very beginning, Zunder had a clear mission: to give EV drivers the freedom to travel across Spain by building and delivering the best ultrafast charging network possible.
From the moment I entered at Zunder, I believed in one fundamental idea: Zunder is more than infrastructure — it’s an experience that should be designed to be felt and experienced. Its universe must embody its values and essence at every touchpoint, from the brand’s visual language to the atmosphere of our physical stations. Our stations should be conceived as complete environments. They should be spaces where people can pause, recharge themselves, enjoy a meal, work, play, connect with others, and feel safe. Charging should be simply one part of a broader journey.
My vision was clear: Zunder shouldn't be a mere stop along the way but a destination itself.
So we did.
Today, we are the leading provider of ultrafast charging in Southern Europe and the highest-rated charging operator in Spain according to EV drivers.
With more than 200 stations across Spain, Portugal, and France, we continue to expand — now entering the DACH region.
Visual core
The visual universe of Zunder was redefined to reflect the brand’s true essence — human, transparent, and sustainably driven. Leading the art direction and production of photo and video shoots, from concept and moodboard creation to on-set direction and final curation. Each image was crafted to embody the soul of Zunder, translating its values into a coherent and distinctive visual language that lives across all brand touchpoints.
Kinetic voice
After conceiving Zunder visual core, it was time to find and capture it's translation into space, how would Zunder move, how would its voice sound like, and most importantly how would it make us feel. I lead the creative direction of Zunder kinetic voice, translating into videos the essence, shape and movement of Zunder's voice. From concept development, production, to editing Zunder’s corporate videos — from campaign pieces to product-focused content. Each project is built around a strong storytelling approach, using innovative and boundary-pushing ideas that capture attention and clearly express the brand’s message. Every project is approached with a limitless mindset — where creativity drives impact and anything can be achieved.
Brand experience
From visual, to video, to the actual brand experience, Zunder's soul. If Zunder had a form, if Zunder was a colour, if Zunder had a shape, What will it be?
That's how the Zunder Universe started to take form. By simplifying its main concepts and extracting:
Zunder gradients: the meeting of two lights - dark and light blue - the two colours that shape our logo and define the brand's visual language. The light blue evoking the lightning, a spark of energy that only becomes visible through the depth of the darker blue, in its contrast you may find the dialogue between light and darkness, echoing the energy that powers Zunder and the energy we deliver through our stations, making, as the light, its on way through the world, expanding outward.
Illustrations: rooted from the simplification of form, spaces and ideas distilled into their essence through organic line drawings that capture what is necessary, in a pure and refined way - fluid, light and intentional.
Brand ecosystem: the Zunder Universe have developed along the brand itself, while conceiving its voice, its colours, its soul, the Universe was born.
To address the ecosystem we should state the two main roots of Zunder Business model: the Zunder Stations - our energy - and the Zunder Platform, our proprietary software developed to manage and monitor charging points, being ours or others. That makes an other touchpoint that not only is a fundamental part of Zunder but defines Zunder itself while shaping and creating its visual language, interface identity, brand consistency and its own message to the world.
The Zunder Stations are the physical embodiment of the brand: spaces that were completely redesigned and reimagined from the ground up, integrating its soul into every element - from the Zunder canopy and parking bays to information signage, energy batteries, and the entire user journey from the moment the driver sees a Zunder sign and decides to divert, through their entire time at the station, until the last Zunder trace as they leave.
From the demand of collaboration from strategic partners with Zunder - such as Porsche, KIA and Mercedes-Benz - "Zunder Connect" was born, as the bridge between Zunder and partner brands, allowing collaborations that create value and shared experiences for all users, including the co-branding of selected stations that create a shared branded environment with our partners, along with the development of dedicated design solutions tailored specifically for these collaborations.
As the Zunder Universe grew wider and deeper, it became clear that the ecosystem needed a physical form, an extension of Zunder that will connect directly the Zunder users to the Zunder ecosystem. This led to the creation of the eZCard and the eZTag, an RFID card and tag that allow users to start and end a charging session without the need for an app. Conceived as sister brands, each with its own visual identity - including naming, logo and visual world - I developed both products and their entire universe, guiding the process from the initial concept and sketched to the product design and its final physical form. Around them, a complete world took shape: packaging, brand book, visual systems, commercial campaigns and visual materials. An opportunity to create a tangible piece of Zunder that people can carry with them and a direct link to the Zunder energy.
