BRANDING STRATEGY
ART DIRECTIOn
BRNAD IDENTITY & Visual System
WEB DESIGN
UI/UX

Every year, U.S. Commercial buildings wastes $50 Billion of energies. Most of the energies were wasted on inefficient Heating, ventilation and air conditioning (HAVC) systems that are falsely monitored. 

LeanFM Technologies is a start up set out to solve the energy waste and operation issues for HAVC systems by the means of Automated Fault Detection and Diagnostics (AFDD). Using machine learning, they’ve developed a ground breaking solution (LeanFM Prescriptiv™) for facility managers to effectively monitor and operate the complicated HAVC systems. This would not only save facility managers’ headaches, improve the air quality but also help buildings to achieve net zero energy and slow down global warming.

The Problem

To compete with the big players in the industry, they don’t have a strong brand, messages and visual communications that could consistently emphasis and leverage their point of differences to their clients and investors.

Goals

Create a brand strategy that presents them as a leading expert in the industry of HAVC Automated Fault Detection who are solving the problem of energy waste and poor operations in the complicated commercial buildings.

My Role

I collaborate closely with LeanFM Technologies co-founders, CEO Michael Giorgione, CTO Pine Liu, and CIO Burcu Akinci, as well as the creative director Nanette Newbry to develop brand strategy and tone of voice. I also art directed and lead designed a new visual system including logo, typefaces, color palette and brand-implemented collaterals, as well as a new website for an elevated digital experience.

OUr Approach

We have done a comprehensive study about the company, their technology, clients and competitors to find out the gap they are filling in in the market.

To emphasis the difference visually, we first studied the visuals of some of their major competitors, and draw inspirations from the environmental-related brands, and narrowed down the direction we want to move forward.

We’ve learned from the client feedbacks that the major point of differences are:

• Diagnose the root cause of the faults instead of matching faults to existing rules (more efficient and accurate)

• Quantify the energy waste, which offers actionable solutions

• Integrated interface with existing system

• 3D models for rapid localization

• Proved energy saving and cost decrease

The initial ideation is surrounded the concept of data points being gathered and transformed into insights to solve the problems in the HAVC systems.

After several iterations of the logo design, we dived deeper and looked at the core mathematical model that drives the technology—Artificial Neural Network. Combined with the shape of the building, we used lines to represent both the air flow and the flow of the data, created a logo that positions LeanFM Technologies as the future of the fault detection of HAVC systems.