Blueair - Global rebrand

Project:

A brand with a mission: clean air for everyone.

A gentle reminder for those who forget about the joys of life.

A brand with a mission:clean air for everyone.

Blueair is a leading global air purifier brand, which approached us with the challenge to set them apart in a segment considered of low interest and uninspiring.
The work led to a branding concept rooted in creating a positive movement, grounded in optimism and enhancement. Moving away from the typical threatening communication strategies of the competitors, Blueair focuses on showcasing benefits, with an empowering and positive approach.

Blueair is a leading global air purifier brand, which approached us with the challenge to set them apart in a segment considered of low interest and uninspiring.
The work led to a branding concept rooted in creating a positive movement, grounded in optimism and enhancement. Moving away from the typical threatening communication strategies of the competitors, Blueair focuses on showcasing benefits, with an empowering and positive approach.

Blueair_Cover

01 - Roles & responsibilities

Together with a fantastic multidisciplinary team,  I worked as strategic designer and art director throughout the entire project. Collaborating with strategists, copywriters and digital experts, we created a brand proudly rooted in Swedish heritage, but with a global reach and appeal.


Working closely with the client, the team and I defined the brand visual language in all its touch-points and segments. I was also involved in creating extensive guidelines and photo briefs, setting the tone not only for the brand but also for its different product categories. 
My contribution was at times as art director and at times with a more hands-on approach, producing final art.

Baby Blueair
archipelago
forest

02 - The result

The palette choice refers directly to the iconic Swedish aurora nights, with hues of green and cyan, on a dark blue background. These cold colours are then supported by warmer tones, so vivid during the long summer days.

Imagery is used in a way so to represent not only Sweden as heritage, but also to showcase the benefits of breathing clean air. Inspirational images portray people enjoying doing what they love most: spending time in nature, being physically active or simply relax in good company. Supporting branding images depict the beauty of Swedish nature, in all its ways.

 

Showcase_small
blue-page
Artboard 1 copy 3@2x
Screenshot 2019-11-18 at 14.40.55
Screenshot 2019-11-18 at 14.43.44

The visual language, together with a unique tone of voice manages to strike a hard balance:
the brand feels premium, but not luxurious.
It is positive but not playful, and conveys knowledge and trust without sounding pretentious and boring.

The visual language, together with a unique tone of voice manages to strike a hard balance: the brand feels premium, but not luxurious. It is positive but not playful, and conveys knowledge and trust without sounding pretentious and boring.

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A work in progress site built with love and occasional anxiety.

A work in progress site built with love and occasional anxiety.

Get in touch:michela.monterosso@gmail.com