Breathing new life into a brand

When we first engaged in a partnership with this client in the indoor air purification market, the company had a breakthrough product with a different name and brand identity. Backed by FDA clearance, their system eliminated 99.99% of airborne pathogens. The technology was solid. The results were undeniably proven. But there was a challenge: the brand didn’t connect with people in the way it needed to.

The previous name sounded technical and clinical. It fit in a lab, but not in a school, hospital, or hotel. Potential customers struggled to see the human benefit behind the technology. And in a crowded category where many competitors made similar-sounding claims, the company risked blending in instead of standing out.

That’s when the decision was made to reimagine the brand from the ground up.

Laying the strategic foundation

The rebrand began with research and strategy. We partnered with EMM Group to lead the up-front marketing and brand positioning research, surfacing insights about customer needs, competitive pressures, and market opportunities. This work provided the strategic backbone for the transformation.

From those insights, a clear picture emerged: People weren’t just buying pathogen-killing technology. They were looking for peace of mind for their patients, guests, employees, and families.

Shifting the story from tech to human

That human need became the heart of the new brand. Instead of focusing solely on the science, the story shifted to the experience of clean air: safety, health, and comfort.

The brand would no longer talk like a laboratory. It would talk like a trusted partner in creating healthier spaces.

Finding the right name

Naming the product line of air purifiers was a pivotal moment. The products were designed by world-class engineers, but they admitted that their previous name felt cold and distant.

Through our strategic research and ideation process, we explored hundreds and tested dozens of new name options, leading to the emergence of the new name: CereneAir.

The customized spelling of the word “serene” establishes unique term ownership opportunities and evokes calmness and clarity associated with the brand’s ‘peace of mind’ positioning strategy. Paired with “Air,” it instantly communicates both the product’s purpose and the feeling it brings. The name is approachable, memorable, and flexible enough to grow as the business expands into new markets.

Speaking with clarity about clean air

CereneAir’s new messaging framework shifted the conversation. Instead of leading with technical jargon, the brand now leads with a promise: “A new benchmark in purified indoor air for all.” This made the technology both credible and personal by grounding it in science, but spoken in plain, human terms.

From there, messages are tailored to each audience:

  • Focus on proven protection and patient safety.

  • Highlight peace of mind for students, employees, and families.

  • Emphasize concierge-level guest comfort, confidence, and peace of mind.

Designing a brand that breathes

With the name in place, Relentless Lab created a new visual identity inspired by the O₃ molecule’s organic shape that is also molded as a distinct, repeating pattern on the physical product’s metal facade. The color palette and typography were chosen to strike a balance: professional and trustworthy, yet clean, fresh, and pure. To complement this system, we recommended and directed a photoshoot to capture pristine, high-quality images of the CereneAir product line, reinforcing the clean visual language and elevated sense of quality.

The new brand guidelines captured this system in detail, ensuring that CereneAir could show up consistently across sales materials, the website, packaging, and marketing campaigns.

Building a modern e-commerce experience

Relentless Lab then engaged Devsio, our product delivery partners, to bring the e-commerce experience to life. Devsio led the research into e-commerce platforms and provided technical expertise, while Relentless Lab designed and built the new CereneAir website.

The UX and content marketing strategies we developed throughout the site make it easy for customers to explore the science, understand the benefits, and purchase products directly. Distributors gain a central hub with updated sales resources. And the brand gains a flexible platform that can scale as CereneAir expands into new channels and markets.

Taking the brand to market

With the foundation built, it was time to launch. This required more than a logo reveal. It called for a coordinated, multi-channel effort:

  • Digital marketing campaign: Relentless Lab developed the creative direction and campaign to announce CereneAir to the world.

  • Public relations and media: Brodeur Partners led the public relations strategy, secured media placements, and managed the launch campaign’s media buy.

  • Search and analytics: Brodeur also ran SEO and analytics initiatives to optimize visibility and performance.

  • Unified rollout: Internal alignment sessions brought teams and distributors on board, while sales tools, collateral, and talking points gave customer-facing teams confidence.

SHOWN:
Ads from the lab and healthcare provider campaign; Tradeshow booth design

A breath of fresh air

In the end, the rebrand wasn’t just about a new name or a new logo. It was about creating a brand that truly reflected the company’s mission: making clean, fresh air accessible for all.

CereneAir is more than an air purification system. It’s a promise of healthier spaces, calmer minds, and brighter futures. And now, it has the brand, the digital presence, and the marketing momentum to match.

OUR Team

Brand Experience Strategy
Kevin Flores

Copywriting
Maryann Neary-Gill

Photography
Demetrius Neal

Graphic Design
Christy Rupertus

Our Partners

EMM Group
Ralph Cummins
Jason Covitz

Brodeur Partners
Andrea Coville
Steve Marchant
Ellie Philbrick

Devsio
Erin Brooks