CLIENT: Transaera
INDUSTRY: B2B
Scope: Brand Refresh
This is a story about how humidity sucks.
When your product is rooted in deep engineering innovation, it can be hard to explain the magic simply. Transaera’s technology removes moisture from the air before cooling it—using less energy, saving money, and lowering emissions. But to help people understand the why, we had to start with something universal: humidity sucks. We reframed the problem, simplified the science, and built a brand system that makes Transaera’s innovation feel as smart and essential as the tech behind it.
A cleaner logo for a cleaner solution.
We made the icon simpler, refined the typography, and brought the two elements into better harmony—so the logo feels sharper, more unified, and easier to recognize.
Since Launch
The "Humidity Sucks" line has caught the attention of news outlets like Tech Crunch.
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.”