Natural ventilation (NV) is often seen as the poor cousin to mechanical air conditioning - a cheaper, less effective option. With few facts available it is poorly understood by the building industry and readily dismissed.
Established in 1924, IVR Group were known as Australia’s leading manufacturer of NV, with a strong manufacturing focus and an established presence in the market.
The challenge IVR Group faced was to change the perception of NV as being a poor alternative to air conditioning and provide the facts and science to prove the effectiveness and benefits of NV.
Together with the Australian governments’ Design Intergration Program, we helped identify a need to shift IVR Group from a manufacturing focus to a design driven approach. Moving from a components business with a passive sustainability & cost message; to a design-led organisation changing the way buildings are designed, constructed and used.
We repositioned the new brand as leaders of the new wave of sustainability. To reflect this, we created a more meaningful name and brand identity - better placed to educate and inspire the industry to become champions of NV.
In 2015 Airocle was born. A place where science meets nature.
The new name was supported by a hummingbird symbol - a vibrant creature known for it’s remarkable agility and innovation.
The rebrand was communicated via a new website, digital content including a dynamic animation, advocate videos, launch EDMs and a new online resource center, The Knowledge Bank, sharing Airocles 90 years of experience, opening a narrative with architects and engineers and to educate prospects on the benefits of NV.
“Our new name is meaningful and captures the essence of our new brand strategy. Chris had a clear vision for our new brand, we’ve got a great story to tell and we’re experiencing improved results.” Stephen Bird, MD, Airocle.