Based in Waukesha, Wisconsin, Z2 has operated as a boutique branding firm since 2003, organizing its work into divisions focused on industrial, hospitality and consumer clients. Creative Directors and Principals Cory Zimmermann and Deb Zindler lead the shop, which has built a regional profile recognized through honors including the Bubbler Award for Young Professionals, a Future 50 of Wisconsin listing, and the Communitas Award for excellence in community service and social responsibility. Deb Zindler has also been named Woman of the Year. The agency's structure around distinct industry divisions reflects a branding practice built for clients with different market contexts rather than a single generalized approach.