This is a story about how humidity sucks.
CASE STUDY · TRANSAERA
I N D U S T R Y
Climate Tech / Commercial HVACS C O P E
Brand RefreshD E L I V E R E D
Positioning · Messaging · Identity · Website · Social · Manifesto VideoTHE CHALLENGE
Every pitch started with the science.
Transaera had spent seven years building a fundamentally better air conditioner: one that pulls moisture out of the air before cooling it, using a new class of materials most people have never heard of. However, every conversation started with the science.
THE SOLUTION
Nobody has deep feelings about a desiccant. Everybody has feelings about a humid room.
We started from the one thing every single person already agrees on: humid air is miserable. From there, the technology explains itself. Transaera takes the moisture out first, so the cooling has less work to do. We reframed the problem, simplified the science, and built a brand system that makes the innovation feel as essential as it actually is.
BEFORE AND AFTER
BEFORE
AFTER
We gave them a sentence. The press gave it back.
We didn't pitch this story. TechCrunch found it, and led with the exact line we'd written months earlier. A message is working when the press stops writing their own.
THE UNPLANNED PROOF
The product moved from the living room to the roof. The story didn't move at all.
Transaera had planned a consumer unit for the home. Then a rooftop installation on a commercial building worked so well that it redirected the company, and the $8.2M round that followed. New buyer, new scale, new sales motion. But "humidity sucks" is just as true to a facilities director as it is to someone in a stuffy living room. That's what happens when you brand the idea instead of the product.
SORIN GRAMA
CEO & CO-FOUNDER
As a CEO I mostly talk to investors and people who are in our industry. It’s a different thing altogether to come up with a language and a brand message for a broader audience.
Meli quickly understood what we had to offer to the world and helped us get our of our own way to tell a clear and compelling story about the necessity of our technology and its potential impact.
Meli captured the essence of what we’re trying to do within a few calls. She then crafted a branding message that crystalized how much our technology could mean to people outside our industry. A story that even surprised me.
Meli go to the heart of the matter and helped us communicate the value of what we’re doing in a clear and compelling way.
Ready for another good story?
