Airveda

A research-led brand language for Airveda, a company whose devices and apps make air-quality data accessible and accurate so people can act on it. I built the brand from who they are outward: a defining archetype (the Sage, guardian plus guidance), its characteristics and voice, typography, an accessible colour and gradient system, and finally the mark itself.

It was a strategy exercise before a visual one. The full research deck below is the explanatory side of that work, the thinking behind every decision, from the archetype wheel to the final logo. Nothing trimmed.

The full research deck

Good branding is a set of decisions, not a set of decorations. I start from who the brand is, then make type, colour and form earn their place.