how humidity sucks.
This is a story about
CLIENT
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SECTOR
B2B & B2C
STAGE
Seed Round 6M
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INDUSTRY
HVAC and Refrigeration Equipment Manufacturing
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The Company & The Ask:
Transaera, an engineering company revolutionizing air conditioners, developed a technology that efficiently removes moisture from the air before cooling, using less electricity and resulting in long-term cost savings and reduced greenhouse gas emissions.
Despite their groundbreaking product, Transaera needed help educating consumers about the issues with traditional air conditioners and communicating their product’s benefits in a simple, memorable way.
The Solution:
We began by telling a relatable story that everyone, including investors, could agree on: “humidity sucks.” To help audiences understand Transaera’s innovation, we highlighted the flaws in traditional air conditioners and framed the humidity problem in a simple, engaging way. This positioned Transaera as the solution for living comfortably while reducing environmental impact. The messaging was paired with a clean, elevated visual identity that reinforced the brand’s innovation.
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Since Launch
The "Humidity Sucks" line has caught the attention of news outlets like Tech Crunch, and the site has seen a surge in waitlist signups.
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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.”
Refreshing the familiar for a more premium look
The client wanted to keep their original spinning fan shape, so we tweaked the design to feel more premium and functional in smaller spaces, rotating it to nest seamlessly within the logotype. We also created a custom typeface to give the logo a more modern, tech-forward feel, and elevated the color palette to reinforce the brand’s premium positioning.
Before:
After:
