AIROCLEWhere science
meets nature
Established in 1924 as Roofsaver, IVR Group are known as Australia’s leading manufacturer of natural ventilation, with a strong manufacturing focus and an established presence in the market.
SCOPE— Strategy
— Naming
— Marque
— Identity
— Guidelines
— Launch
— Signage
— Website
— Video
— Animation
RECOGNITIONGraphis Design (US)
— Silver
ReBrand 100 Global
— Award Winner
Challenge
—
Natural ventilation is often seen as the poor cousin to mechanical air conditioning — a cheaper, less effective option. With few facts available it is often misunderstood by the building industry and readily dismissed.
The challenge IVR Group faced was to change this perception of natural ventilation and provide the facts and science to prove its effectiveness and benefits.
Repositioning
—
Together with the NSW government’s Design Integration Program, we helped identify a need to shift IVR Group from a manufacturing focus to a design driven approach.
We repositioned the new brand to be better placed to educate and inspire the industry and become champions of natural ventilation.
We developed a strong brand essence to express the new brand and after extensive research and interviews with clients and staff it was recommended a new name would be needed to help bring the brand essence to life — Airocle was born.
Identity Design
—
The marque draws on nature for inspiration and is epitomised by the hummingbird: a dynamic, vibrant creature known for its remarkable abilities in the air.
A brand toolkit was created to capture the and documented in a set of guidelines to ensure all future collateral was on-brand and consistent.
Inspired by wind flow diagrams, arrows became a key part of the identity (an arrow even appears hidden within the Airocle symbol).
In repositioning the brand, we looked to the best design-led brands to see where the bar was set, and redesigned every element of the brand to create something architects and engineers would want to be associated with — a design-led company, solving complex problems with innovative products.
The design style needed to combined existing photography, new product renders and ‘ambassador’ imagery.
To simplify and future-proof new products a clearer product naming system was implemented.
Brand Storytelling
—
Airocle now had a compelling story to share with their clients and partners, a showcase of their proud history and a new vision for the future of the industry. We created a brand book and supporting material to tell this story.
The brand book is a story of past success, innovation and a clear vision for the future. The messaging was instilled into the brand and communicated through product brochures and the website.
Knowledge Bank
—
Insights identified in the immersion and strategy sessions were called on to establish the Airocle ‘Knowledge Bank’ — an online resource sharing Airocle’s 90 years of experience with the intention to inspire and educate clients on the benefits of natural ventilation.
Testimonial videos were created to reinforce the brand truths through a series of client interviews.
Video
— HelloFuture
Working in collaboration with UK based animation studio MainFrame we created an innovative digital wind-swept logo animation.
Used to support the launch of the brand across video, online and events the animation to reflect the new design approach.
Animation
— MainFrame
Launch
—
20 months after the initial strategy session Airocle was launched at their head office. New signage and a video wall showcasing the Airocle story in reception welcomed staff.
A 'brand pack' including the Airocle brand book, new business cards, uniforms, supporting material and a few special gifts were presented to staff.
The launch program covered both the internal and external launch. EDM announcements and direct mail items informed current clients of the change, internal brand management tools were provided to educate and inspire staff.
''Chris and the team struck the perfect balance of what we do and what we want to be known for. The naming process was professional, collaborative and helped us embrace the new direction of our journey. Chris had a very clear vision for our new brand, we’ve got a great story to tell and we’re experiencing improved results.”
Stephen Bird — Managing Director
The brand repositioning project has provided Airocle with a clear strategic direction that influences every aspect of the business and a flexible and effective design toolkit to demonstrate their extensive experience and leadership role — establishing them as knowledge leaders in natural ventilation.
TEAMStrategy & Naming
— Louise Broad
Creative Direction
— Chris Thomas
Design
— Scott Robertson
— Anthony Smith
Artwork
— Anastasia Tsatralis
Project Management
— Katie Barter
— Rachel Gavin
Website Build
— Digital Garden
Case Study Videos
— HelloFuture
Motion Graphics
— MainFrame
Brochure Artwork
— 101Design
Print Production
— Rawson Graphics
RECOGNITIONGraphis Design (US)
— Silver
ReBrand 100 Global
— Award Winner