Allergy & Air

LivingDirect sub-brand Allergy and Air sells appliances to improve indoor air quality. Since the website had been sporting the same logo and photographs for a couple years, I was asked to rebrand it. Luckily, I had plenty of time to research and explore the potential of the brand. This is the original site. 

If time allows, I like to start a branding process with a mood board. During this stage I look for photos, colors, or anything I think represents the mood of the brand. I usually build these mood boards on Pinterest so that they can be shared with clients for their collaboration. It’s helpful, and very telling, to know what clients think of their brand. This is a small piece of our collaborative mood board. 

From there, I pulled a variety of photos from the mood board and used those to influence possible brand colors. I also used this condensed mood board, created using Adobe Illustrator, to influence our brand photoshoot. 

Our brand photoshoot was a lot of fun. Before the shoot, the photographer, brand owners, and I spent time discussing what props we needed. We wanted our photos to communicate that our appliances allow you to bring anything indoors, even if you have allergies. We all agreed to bring houseplants, and we even toyed with the idea of bringing a dog! We rented a house for the day and brought in each appliance we needed to photograph.

Another new aspect of these photos was the addition of people. I noticed that the majority of photos on our sites only portrayed appliances in their appropriate environments. The photography lacked human warmth, and I made it my goal to give our sites a more friendly and attainable look and feel. We had some other coworkers join us at the shoot to pose for pictures.

After our shoot, we met as a group to view all the photos taken. We selected the ones we would like to go on the final product, with a couple of backups for each in case the layout required a different type of image. This is our final product:

While the new style of photography was the biggest change to the brand, I also updated the typefaces used in the logo, tweaked the brand colors, and changed and the style of the category links that sit on top of the images.

The Allergy and Air brand refresh was so well liked that we were asked to do the same for 2 more of LivingDirect's sub-brands in the following months.

We shot new images for Kegerator, a brand focusing on beer and beer making equipment. This was a fun process because we had two separate photo shoots. We partnered with a local brewery and traded some of our products for time to photograph in their space for more authentic photos. Here is our final product:

Our most final rebrand was for Wine Cooler Direct, a brand focusing on wine, wine storage, and collecting. We rented a house for this one as well, and it just so happened to have one of our products in it already, so it made for an easy shoot. Here is the final product: