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AAF - American Air Filter

A rebranding project with a clear objective: to bring the brand into line with what is now a reality for many companies that use .eus as a domain. PUNTUEUS is an active, brave brand, expert in technology and cybersecurity. A contemporary domain manager that wants to reach many more audiences, companies and environments. It is much more and for much more. PUNTUEUS is much more and for much more, and we needed to tell it through a new visual identity and narrative that would better connect with itself and with the world.

Welcome to a new way of being and communicating in the domain sector.

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And not only that, we opened the door even wider through a clear value proposition, which would help us to reach more people, to include many more, with a phrase that evokes what everyone wants it to evoke, understanding that identity can be felt in different ways but expressed in only one, through PUNTUEUS.

"Zure espresio digitala" was a claim that also fulfilled a very important requirement for a brand that seeks to expand and reach more people, to function in the other languages in which its target audience communicates.

After a phase of exploration and brand platform definition, we came up with a new name that would help us to better convey our value proposition and personality. That name was AIVY, a play on letters that refers to the origin (American) and the future, a greener one, borrowing the name of one of the most purifying plants that exist on the planet, ivy (IVY)

One of the maxims of the client's briefing was to break with the usual register of the sector and its competitors. To the original typography, a greater use of the colour red and a layout where less is more, we added a well-defined photographic style.

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Images related to the world of air, its forms and its effects where an etheric, timeless and clean style prevails (like the air when filtered) is joined by images of natural and green environments where we place our machines.

While dust, the protagonist of the air we filter, finds its metaphor in the sand of deserts.

The completion of AIVY's new visual and narrative identity was followed by a two-stage launch campaign, with a fresh, fast-paced narrative register and graphics that would play with metaphor and creativity to transport the brand into a suggestive, eye-catching world.

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An objectively small project that has ended up being enormous in meaning and significance. For its disruptive force within the company, for having renewed the enthusiasm of its team, and for having been able to open a new stage at a global level.

Aivy has been a first step towards a greener, more innovative future... but above all, infinitely promising for American Air Filter.