Molekule – Creating Clarity & Advocacy
Brand Architecture, Brand Strategy, Audience Analysis, Brand Identity, Tone of Voice. – 5 Week Sprint.
Position and create the brand strategy and identity for a revolutionary air purifier. within the category of Air Purification which is full of pseudoscience, vague terminology and false promises.
The Catalytic Process of the product was revolutionary – but to communicate this to customers, it's clear that demonstration and proof would be better than words and promises. The product should not create more pollution, even within the marketing and communication.
The product doesn't filter or trap pollutants, it converts them. Like a catalytic converter on a car it actually reverses pollution, destroying a broad spectrum of airborne particals leaving the air cleaner – which can reverse the symptoms of pollution dependent diseases. By doing this the product becomes a catalyst for human progress, bringing users back to more normalized life. 'A Catalyst for Human Progress' became the company vision, Reversing Pollution became the value proposition. And although not the final name, Moleculair supports the underlying science of destroying pollutants.
Secondary nomenclature including the name for the proprietary filter 'PECO' created a comparative naming structure to the industry standard HEPA. And so positions it to become the new standard for air quality.
The visual identity system reversed the categories visual and verbal pollution leaving clean legible information. The texture of dots representing the reduction in pollution. The color, a reference to the ultra-violet light used in the catalytic process.
The Tone of Voice – The Good Teacher, is easily transferrable so that customers are able to tell each other the value of the product without adding complexity – without creating unnecessary pollution.
The product sold out at Launch and Molekule has already sold out their second batch. Although the client ended up using an alternate name and identity the Molekule team considered the strategic insight to be foundational. They have been funded by a grant from the Department of Defense which has good reasons to be interested in a device that eliminates viruses from the air and the company, and are also backed by grants from the EPA solidifying the promise of delivering empirical proof.
Derek Kim – Visual Design
Joanne Ong – Visual Design
Marc Shillum – Creative Direction, Brand Strategy, Verbal Design
Paul Valerio – Brand Strategy
‘Reverse Pollution’ became a legitimate expression of the end-user benefit.