Building a standout brand in an exploding market
Strategy and Messaging
Design and Art Direction
New Visual Direction
Building a standout brand in an exploding market
With a new partnership and sky high growth expectations in the exploding data center market, we built a brand as ambitious as this rising HVAC provider.
New Visual Direction
The Challenge
Tech leaders are making billion-dollar bets on an insatiable need for data centers. Specialized HVAC providers are rapidly engineering innovative cooling mechanisms to keep up with demand.
With astronomical market projections, even healthy business growth appears stunted in comparison. Not to mention, up-and-comers face stiff competition from generalist technology giants like Vertiv and Stolz who want a slice of the data center pie. And with new backing from traditional HVAC giant, AAON, BASX was feeling the pressure to perform. To measure up, this specialized HVAC startup needed an unmistakable new brand to exponentially accelerate their awareness building efforts.
New Visual Direction
The Solution
We gave BASX a brand worthy of their lofty aspirations, and one that was decidedly distinct from both their competitors and their parent brand, AAON.
Through surveys and discussions with key BASX stakeholders and a deep dive into the competition, we formalized brand positioning and personality guidelines that felt fresher and undeniably edgier than the rest of the crowd. Then, we went about creating a striking visual identity oozing with BASX’s DNA.
