Ventmachine — ventilation equipment Plenum
Task
Ventmachine is a pioneering company on the ventilation market since 2002. Their appliances can be installed in apartments and houses and are not substitutes for air conditioners but an additional system providing clean and fresh air. Ventmachine like any other player on this market hasn’t been communicating with end consumers for quite a while. Dealers have always been the main channel of communication. In 2020 the company realized that the market had changed and the new aggressive competitors
Ideas and solutions
After we formulated the brand positioning (Ventmachine stood for professional compact ventilation equipment that created impeccable comfort for 20 years and more) and communication strategy we went on to find an idea for the new visual system. Industrial and technological brand character was reflected in the new visual system. The logo consisted of two parts: first - an airy and dynamic grid as an homage to the ventilation filter; second - a massive reclining dash that conveyed the brand's brutality and expertise. Dynamic pattern showing the airflow in the system became the main graphic element. It could be easily scaled for print or digital due to flexibility. It was eye-catching and worked for brand recall. To support the pattern we used a jobbing grotesque with a distinctive character, developed a set of icons and worked on the layouts. To underline the upper price segment and company’s professionalism we went for lead black colour as the main one. To complement it we chose a bright lime green that had already been used in the technical icons. It added emotion and freshness into brand communications. We also reworked the photostyle: from product presentation to marketing collateral. The new visual style guide brought all elements together and served as a manual for in-house designers.
