Blueair: A brand worth breathing in
Few brands have the gravitas to build their business around a belief as bold as the idea that clean air is a basic human right.
Blueair had the mission, the product integrity, and years of strong global messaging. But in the U.S., it lacked alignment. No creative team. No structured brand system. A fragmented experience across ecommerce, retail, and social.
As North American Marketing Manager, I partnered with the CEO and the global team in Stockholm to define the U.S. brand positioning, build the messaging architecture, and recruit the in-house creative team to execute it.
I launched Clean Air Intelligence as the central positioning platform, art directed creative across ecommerce, retail, social, and trade channels, and led the development of Blueair's first U.S. e-commerce site. Within six months, online sales increased 150%, and the site became the model adopted by global markets.
Complete overhaul of website included an e-commerce site
Infographics to highlight benefits and provide specifications in retail displays
Brand message architecture
Design of Blueair Friend app monitors your air at home linking to the Blueair Aware
Design of retail sales display app
Custom-built display for high-end retailers
Breathe smarter ad campaign
Social media posts
Tradeshow booth
Informational brochure
“Dave can quickly analyze a situation—what needs to change what already works.”