AirVitalize A brand as clean as its air.
An outdoor air-quality startup with real hardware, real institutional backers, and a homepage wearing four different brands at once. We built the one identity it needed.
The tech was one of a kind. The brand was four of a kind.
AirVitalize builds machines that pull particulate pollution out of outdoor air, backed by a serious cleantech ecosystem. But the homepage told that story in four different visual languages at once, and none of them sounded like a company you could buy from.
Four brands on one homepage.
A teal header, a black problem section, a gray solution block, a purple partner band. Every scroll changed identities.
Copy written for a grant committee.
"Patent-pending technology efficiently collects outdoor particulate matter pollution" is true, and nobody buys it at a stadium.
Prototype photos doing product duty.
Raw metal test units on flat backgrounds standing where brand photography should be.
No system behind any of it.
No brand book, no logo rules, no palette law. Every new asset started from zero and drifted further.
No demo anywhere in sight.
A contact button and a newsletter form stood where the demo pipeline should be, for hardware that sells through demos.
The old site, April 2024. Three sections, three different brands
Their machine pulls pollution out of the air. Their brand kept adding it back. So we ran the brand through the machine.
One palette, one voice, one process story, one ask. Everything that did not clear the air got cut.
One system. Everything speaks it.
Identity first, then everything the identity touches: the book that makes the rules, the assets that follow them, and the website that proves they work.
The brand book
Twelve pages of law: goals, logo dos and don'ts, the one-blue palette, a Roboto type system, and imagery direction. The single source of truth every future asset answers to.
The identity system
Two logo lockups with clear-space rules, photography direction built on real people breathing real air, and event-ready print carrying the same system.
The website rebuild
One blue world with the Vita 2.0 named and photographed in the field, the process told in three verbs, and three audience doors: athletes, brand partners, government.
The one ask
Request a demo. It replaced the newsletter form as the site's job, repeated at every scroll depth, because hardware sells when someone sees it run.
Inside the brand book
The rebuilt site. One blue world
What AirVitalize walked away with.
No projections and no vanity numbers. The ledger below is the system the engagement handed back, documented page by page.
The throughline
"Intake. Treat. Reuse."
Their machine's process, three verbs long. The clarity bar the whole rebuild had to clear.
If the brand could not say it that cleanly, it went back through the machine
Could be you next
Have a great product wearing four different brands?
Tell us what is stuck. We will walk your whole presence and show you exactly where the signal is drowning. No pitch deck, no pressure.
Book a Call ↗ chris@reliablepr.net661-569-8966