Zentia Ltd
Holistic Transformation


Zentia is a UK suspended ceiling manufacturer that Squareone supported over several years in a comprehensive business transformation. The scope of the engagement ranged from strategic analysis and consulting to portfolio and innovation development, as well as digital services and marketing communication.

The focus of the collaboration was not a single product, but the question of how strategy, product portfolio, processes and communication can be connected into a future-ready overall system. The close, long-term partnership made it possible to implement initiatives not in isolation, but to anchor them structurally within the organisation.

At the start of the collaboration, Zentia was in a phase of realignment following its separation from an international group. A mature yet limited product portfolio, complex processes and a low level of digital services met increasingly differentiated requirements from architects, planners and installers.

Our goal was to reduce this complexity, establish clear structures for innovation and product development, and at the same time lay the foundation for digital services and consistent communication of the new brand. This included addressing both internal processes and external touchpoints along the customer journey.

Squareone supported Zentia with a holistic approach that systematically connected strategy, organisational development, portfolio and communication. The starting point was a comprehensive 360-degree analysis, from which we jointly derived clear decision-making foundations and fields of action. Based on this, we developed and established structured innovation, development and decision-making processes that provide orientation and ensure efficient and strategically effective product development in both the short and long term.

Alongside the definition of processes, the creation of organisational prerequisites for sustainable innovation was a central focus of our work. Together with Zentia, we established clear roles and responsibilities and laid the foundation for a dedicated innovation team. In addition, innovation, development and market launch processes were designed in a way that permanently connects strategic objectives, operational implementation and market requirements.

The collaboration led to a clear realignment of the product portfolio and the development of several market-ready systems and solutions. Squareone supported Zentia in creating the organisational, procedural and technical prerequisites for innovation, for example through structured development workflows, user testing and close coordination with manufacturing. On this basis, products were created that connect strategic objectives with tangible value for planning, design and implementation.

A key result is the acoustic ceiling system Sonify, which has received the iF Design Award and stands out through its digital planning capabilities, high design freedom and simple installation enabled by an innovative fixing system.

In addition, digital services and tools were developed, including the Sonify 3D Studio, which supports architects, planners and A and D teams in configuration, visualisation and product selection, thereby extending the product portfolio with clear digital added value. Our goal was to reduce complexity, create clear structures for innovation and product development, and at the same time lay the foundation for digital services and consistent communication of the new brand. Both internal processes and external touchpoints along the customer journey were considered.

In parallel with organisational and innovation development, marketing communication was further developed as an integral part of the holistic transformation and repositioning of the Zentia brand.

Based on our deep understanding of the products and systems, new standards for brochures, presentations and digital content were created that consistently reflect the logic of the products and services.

The optimisation of the website and a clearly structured content strategy ensured that products, services and expertise are communicated in a clear and target-group-specific manner. This resulted in coherent communication that continues the system-based thinking across all relevant touchpoints.

The long-term collaboration with Squareone enabled Zentia to systematically build innovation capability and to establish digital and organisational foundations for future growth. The developed structures extend beyond individual products and allow Zentia to flexibly address new requirements from the market, architecture and technology, and to establish itself as an innovative brand for architects.