Neither of the B’s in B2B stands for Boring

How ZITE helped Multi-Wing redefine its visual identity—with a playful twist

At ZITE, we live and breathe in-house agency models, helping brands streamline creative processes and sharpen their storytelling. But every so often, we take on a project that calls for fresh thinking outside our usual domain—like when Multi-Wing came knocking, ready to ditch the expected and embrace something a little more exciting.

They wanted a brand presence that doesn’t just show up—it stands out. And thanks to our Brand Foundations process, we did more than overhaul their visuals; we also refined their messaging, tone-of-voice, and entire communications platform to mirror Multi-Wing’s forward-thinking ethos. Best of all, we worked in close partnership with the Multi-Wing team to ensure every step felt like an authentic reflection of who they are.

A fresh take on a legacy brand

Multi-Wing has led the custom axial impeller scene since 1958. But you wouldn’t necessarily guess that from their old look—it wasn’t exactly highlighting their knack for innovation.

So we brought a dash of playfulness and humanity into the mix, crafting a dynamic new identity that feels as agile as Multi-Wing’s own products. Throughout the process, the Multi-Wing team’s insights were invaluable, guiding us toward a brand that honours their heritage while showing where they’re headed next.

The Multi-Wing Fan Icon: More than just a logo

The biggest switch? Saying goodbye to the old wing icon and hello to the new Multi-Wing Starlet—a feisty asterisk that symbolises their fans, underscores Multi-Wing’s pivotal role in the bigger picture, and doubles as a versatile design element.

It’s a subtle change, with big results: unmistakable branding, consistent visuals, and enough flexibility to show up anywhere (and look great doing it).

Balancing boldness with approachability

All of this was guided by a no-nonsense messaging strategy and a tone-of-voice that reads like an intelligent friend chatting with you over coffee (one who’s not afraid to crack the occasional witty aside). We kept Multi-Wing’s engineering precision front and center—while sprinkling in just enough playfulness to keep things from going stale.

The logo redesign reflects that same approach: crisp lines meet rounded edges, bold colours meet friendly typography. It’s what happens when you marry “engineering savvy” with “we’re not boring,” and it works because people notice.

In Multi-Wing’s DNA is a burning desire to challenge of the industry conformism in a very human way. Customer Experience is front and center. However, who we are did not come across in our market communications, so something needed to change – and I had neither the patience nor the wallet for a cookie-cutter branding process.

I was looking for a rapid, no-nonsense approach where I was part of the team, not just paying its bills. Where we defined exactly which competences to source (project management and the creative process) and which we were better off doing ourselves. Thanks to a tight-knit gallery of a few key people, we had an extremely efficient process, getting from fluffy ideas to a rejuvenated brand launch – digital and physical – over just a few months. Now, we look really different. Probably because we are.

Claus Ohrt Nielsen
Global Marketing & CX Director

Helping in-house teams go beyond their limits

This project stretched beyond our usual wheelhouse—but that was part of the fun. Plenty of in-house teams hit a wall and need a fresh set of eyes. We step in without stepping on toes, so the brand voice remains yours—just sharper and a little more adventurous.

B2B can be playful

At its core, Multi-Wing’s new identity is proof that B2B branding doesn’t have to be boring. It can be smart, flexible, and even fun—without losing credibility. Because in a world of safe, corporate sameness, the brands that stand out are the ones that dare to play.