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ZEN ABOVE
Naming, Brand identity, Presentations, Website
A rooftop above ZENSUSHI, now an events brand built to sell.
Naming, sub-identity, a sales deck and a lead-qualifying website for ZEN ABOVE, the private-events rooftop of ZENSUSHI Nordului.
The challenge
ZENSUSHI Nordului has a rooftop that can host private events all year, with no brand of its own to sell it. The brief was a name, an identity and a site that would bring in qualified enquiries for corporate dinners, private parties, christenings and small weddings. Every lead had to reach the restaurant's event managers ready for a call.
The insight
Guests already trust ZENSUSHI, so the rooftop shouldn't start from zero: a new name in the same world, signed by the ensō.
The approach
Our strategists put two names on the table, UTAGE and ZEN ABOVE, each with its advantages and trade-offs and a clear recommendation. Identity came first and everything followed from it: the sales deck and the website were built as one story with two outputs, so every note from the client landed in both. Our designers drew the room in every configuration, from à la carte dinner to DJ party, so buyers can picture their event before they visit. Our web team built the site around the sales process behind it: a short form that qualifies a lead without asking for a budget, grades it and sends it straight to the people who close events.
The project
Naming, sub-identity, a sales deck and a lead-qualifying website for ZEN ABOVE, the private-events rooftop of ZENSUSHI Nordului.
What we delivered
- Naming proposal with a recommendation
- ZEN ABOVE sub-identity
- Sales deck with a Christmas offer
- Isometric room configurations
- zenabove.ro and a seasonal Christmas page
- Lead form with A/B/C lead scoring
- Consent-based analytics and conversion tracking
Discover — Meeting notes into a brief
After the first meeting we wrote the brief down: event types, capacity, the sales team who would take the calls, and one goal, qualified leads.
Brief: corporate, private parties, christenings, small weddings
Define — Two names, one recommendation
The proposal set UTAGE against ZEN ABOVE, each with its advantages and trade-offs. We recommended; the client chose ZEN ABOVE.
Proposal, 28 Sep 2026: two naming routes
Design — Identity inside the ecosystem
Successive identity studies, then the client's call: keep the ZEN ABOVE typography and let the ZENSUSHI brush ensō sign it everywhere.
Identity v3
Design — Six ways to use one room
An isometric model of the room and a kit of furniture, set for every kind of event: à la carte, buffet, cocktail, presentation, DJ party and wine tasting.
Isometric configurations, up to 60 guests
Deliver — The sales deck
A sales deck in a Japanese visual language: brush ensō, vertical kanji, polaroids, and three menu packages on a map of Japan.
Sales deck, October 2026
Deliver — A site that qualifies
zenabove.ro asks three short questions. Menu choice, guest range and date grade each lead A, B or C, and its estimated value is tracked for value-based bidding later.
Three-question form, A/B/C lead grading
Grow — Measured from day one
Analytics load only after consent, with custom events from the first form question to click-to-call. A seasonal Christmas page carries its own form.
Consent-first tracking, Christmas page
Results
What it added up to.
zenabove.ro is live, with a Christmas offer page and a lead pipeline tested end to end, from the first form question to the event managers' inbox. The deck and the site tell one story, so the sales team and the website sell the rooftop the same way.
The outcome
What the work changed.
zenabove.ro is live, with a Christmas offer page and a lead pipeline tested end to end, from the first form question to the event managers' inbox. The deck and the site tell one story, so the sales team and the website sell the rooftop the same way.
A note from Alex
The brief fitted in one sentence: a funnel that brings qualified leads to the people who sell the rooftop. People already know what ZENSUSHI stands for, so we didn't invent a new world. We built a brand from the same ecosystem and let the ensō sign it. The rule for the whole project was simple: the deck and the site say exactly the same thing. That is what makes a sales conversation easy, and that is what the rooftop has now.
Alex Codreanu
Founder and design lead
What the client said
Credits
FA Studios: naming, identity, presentation, isometric layouts, website, lead form, analytics set-up.
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