CR Lüftungen

CR Lüftungen: air as a necessity of life. Christian Ruggia's business in Bülach cleans and services ventilation systems in homes, commercial premises and public buildings, where nobody looks and…

• Client: CR Lüftungen
• Built by: Orbit (Jan, Hans)
• Period: 2026

CR Lüftungen: air as a necessity of life. Christian Ruggia's business in Bülach cleans and services ventilation systems in homes, commercial premises and public buildings, where nobody looks and everybody breathes. In late summer 2026 Orbit gave it an identity that begins not on a screen but on the road.

A ventilation cleaner has a problem that other tradespeople do not have: their best work cannot be seen. It lies in ducts behind the ceiling, in grilles above the door, in a fan wheel in the plant room. What people see is the van outside the house. So the brief had three parts, in exactly this order: the lettering of the company van as a moving billboard, the business card with a QR code, and the design for a new website that finally shows what happens behind the grille.

• Vehicle lettering on every surface • A signet shaped like a fan wheel • QR codes on rear and roof • Business card with QR code • Proof prints with corrections • Website with before and after • Built for the phone • One line that appears everywhere

The right vehicle first

Before a single line was drawn, the focus was on the vehicle itself. Under the name L2H1, the Ford Transit Custom comes in two generations, the newer one with 200 millimetres more wheelbase. Anyone who uses the wrong template ends up with surfaces that do not fit the van, and vinyl forgives no mistakes. The first proof was in fact on the wrong template, and it says so in handwriting on the paper: "wrong". The vehicle registration document settled it: panel van, first registered 2017, with a rear door and a glazed sliding door. On a template of exactly this van, laid over a photo of the real one, the lettering came together at a scale of 1:25: "right".

One signet across every surface

The lettering is built on a signet in blue and orange, drawn like a fan wheel that spreads full size across the rear sides and wraps round the corner at the back, as if the van were still moving air while parked. At the front are the name and the line "For a clean indoor climate"; along the bottom runs a blue band with phone number and website. The rear carries a QR code for everyone waiting behind it at the lights, and the roof a large one that leads straight to the website: for everyone looking down on the van, from a balcony, an office, a building site on the third floor.

One card, one name

The business card puts the new look in people's hands. On the front only the signet and the name, large and calm. On the back Christian Ruggia, owner, with phone, email and the QR code to the website, plus a quarter of the fan wheel turning in from the corner. It was printed as a proof first, so that colour, paper and code feel right in the hand before the full print run.

Air as a necessity of life

The website opens dark, with one sentence in heavy type: "Air as a necessity of life". Below it are the services in a single line, the phone number, the property types Residential, Commercial and Public, and the "Request a quote" button. Then it turns light: "Clean air is not a luxury, it is a necessity", and the four chapters of the page, Services, Air Hygiene, Approach and Business, carry large numbers like signs in a plant room.

Before, after

In the chapter "Responsibility for clean air", the page shows what cleaning reveals, and it needs no advertising pictures for that, only the business's own photos. A slider overlays two real photos of the same duct, before with a furry coat of dust, after clean all the way down, and three tabs switch between supply air grille, ventilation duct and fan wheel. Anyone who has dragged the slider once looks at the ventilation in their own office differently.

A business with a name

At the end the business introduces itself: owner-managed, with Christian Ruggia responsible for the technical work and a back office that keeps lines short. The approach is set out in three steps, assessment, execution, sustainability, and the values in three words, hygiene, quality, efficiency. And at the very bottom the phone number is so large you could read it from the scaffolding. Enquiries go straight to the business through a form.

On the road

The lettering, now in its fourth version, is worked out for every surface of the van, the business card is printed, and the website is designed for phone and desktop; when it replaces the existing site is up to the business. Meanwhile the brand drives through the Zürcher Unterland every day, and anyone stopped behind it at the lights already has the code in sight. And it all began not with a logo but with 200 millimetres of wheelbase.