Reverse Mouse wheel zooming in Sketch
Logitech Options can reverse the scroll direction on a per app basis - however it reverses the entire scroll action, not just the zoom direction.

Top right, select the App you want to affect, then select Standard or Natural in the Scroll Direction drop menu.



If you have an older [or just less darned awkward than my MX2] mouse that doesn't use Logitech Options, you may be able to achieve better results with something like SteerMouse which can do most tasks on a per app basis, including Zoom…



Until recently, SteerMouse &amp; Logitech Options would fight each other badly, yet SteerMouse couldn't see all of the buttons on my MX2 properly, so I've been stuck with Options for a while &amp; cannot test SteerMouse in this instance.
Edit: Tested again 19 Sept 2019 - they still fight each other &amp; SteerMouse can't use the Gesture button properly, so I'm still on Options.