Explore how August Strategy tackled complex science with clear branding and visual identity for Aires Tech, creating a trustworthy, future-forward look.

Sometimes, a brand grows faster than its look. That's the challenge Aires Tech faced. They were seeing global sales rise, forming key partnerships, and building a dedicated user base for their wellness technology. The problem? Their branding and visual identity hadn't kept up with their success. The science behind their products is complex, dealing with electromagnetic fields (EMF), and they needed a way to communicate this clearly and build trust with a wider audience.

Enter August Strategy. Aires Tech brought them in to refresh the brand entirely. The core task was clear: simplify the complex science into an intuitive brand experience. They needed a unified visual and verbal language that felt credible and resonated with everyone from tech enthusiasts to wellness seekers.

The Strategy: Start with Clarity

August Strategy identified the main hurdle: translating intricate scientific concepts into something easily understood. The goal wasn't just to look good; it was to build a branding foundation based on clarity and trust. This meant diving deep into Aires Tech's core message and finding ways to express it simply and effectively across all touchpoints. They focused on creating a brand voice that could navigate complex topics neutrally, connecting with diverse audiences without resorting to jargon or hype.

Evolving the Visual Identity

A brand's visual identity is often the first thing people notice. August Strategy approached the Aires Tech refresh thoughtfully. They didn't throw everything out; instead, they drew inspiration from the existing foundation but reimagined it.

• Logo Refinement: The recognizable Aires icon was kept, but refined. Its construction was tweaked, and its weight reduced. This small change made a big difference in legibility, especially on digital platforms and smaller applications. Paired with a modernized wordmark in a new typeface, the updated logo feels cleaner and more versatile. It signals credibility and aligns with the brand's new sense of clarity. You can see this evolution in the comparison shots provided in their case study.
• System Building: Beyond the logo, August introduced a modern system of typography, a calming yet confident color palette, and flexible layout structures. Think clean lines, approachable fonts, and colors that evoke wellness without feeling overly clinical. This systematic approach ensures consistency, whether you're looking at their website, packaging, or advertisements (like the sleek examples shown in transit settings). The aim was to bring warmth to innovation, making the brand feel trustworthy and accessible.

Content That Connects

A strong visual identity needs content to bring it to life. August developed a scalable image system designed to work across the entire customer journey. They balanced elevated brand storytelling with practical, real-world applications.

This meant pairing aspirational campaign imagery, shot with Montreal photographer Vincent Castonguay, with lifestyle photos, product shots, and creator-led content. The campaign images establish a premium, approachable aesthetic, setting Aires apart. The supporting content then shows the products in everyday life, helping potential customers see the benefits. Each piece of content was crafted to meet users at different stages – raising awareness, deepening consideration, or driving a purchase. This creates a cohesive visual narrative that strengthens brand recognition and builds trust. The website mockups clearly show this blend, balancing scientific credibility with user-friendly design.

The Result: A Future-Forward Brand

The collaboration between Aires Tech and August Strategy resulted in more than just a facelift. It produced a cohesive, intuitive, and future-forward branding experience. By focusing on clarity and translating complex science into an accessible visual identity, they positioned Aires Tech for continued growth. The brand now feels unified, credible, and ready to connect with an even broader audience, all while staying true to the science that makes it unique. It’s a great example of how strategic design can solve complex communication challenges.

Explore the full case study and see more of the visual identity work by visiting August Strategy.

Branding and visual identity artifacts