STAX ENGINEERING
Delivering a robust brand ecosystem for a clean air future.
The Opportunity
STAX Engineering is a startup on a mission to transform the shipping industry with patented technology that captures harmful pollutants and cleans air. We were approached by STAX to create a bold brand identity and strategy that could scale with growth and have an immediate impact on the maritime industry.
The Solution
Over 16 months, we developed the STAX identity and brand strategy to clearly define their purpose, mindset, and approach to technology, processes, companies, and the planet. As the first service of its kind, the brand and communications needed to credibly introduce this new technology while positioning STAX as both a leader and a disruptor in the industry.
“Good Morning were the perfect partner to build a brand robust enough to span strategy, identity, PR, tradeshows, social, web, and video.”
Jaimi Klein
Head of Marketing,
STAX Engineering
Our Process
Working closely with the STAX team, we created an entirely new brand identity, visual system, and communication strategy that marks the next chapter in the brand’s life and strengthens its position to investors, press, industry, and shipping customers worldwide. As STAX is the first of its kind, the strategy needed to unpack the technology and tell the story of the mavericks behind it, while the identity and visual system required to be robust enough to scale at speed across multiple touchpoints—including outdoor tradeshows, print, video, digital, and social.
The Sora font plays a vital role in the identity in a straightforward type-centric approach, supporting STAX’s action-driven tone of voice, while the tone of voice strips away any superfluous detail to reveal the brand at its core. To cut through the noise, we use language that is informal and accessible, not stiff or corporate, keeping messages brief for maximum impact.
The new logo represents progressiveness and STAX’s motivation to accelerate towards transformation, creating noise in a decades-old industry by re-imagining capture and control on a global scale.
The strategic choice of the Barge Green was intended to make STAX instantly recognizable against all other barges and ships in the port. The success of this decision is measured in instant brand recognition—identifying STAX as the ‘big green barge’ for all to see. From here, we created a palette comprised of colors that add depth to the identity while conveying the honest, optimistic nature of the brand.
We were also tasked with directing a photoshoot remotely, providing a comprehensive creative direction deck for still and motion capture that included drone photography and video, stills, and portrait photography of the STAX team. We produced two promotional videos from the video assets that have been used in tradeshows and on the new website.
The STAX website was redesigned from the ground up. Leveraging the color palette, iconography, and photography, the site serves as a vessel to showcase its services and progress in its most straightforward form. The website also features the STAX Hub, a space for industry updates and press that further establishes their driven, urgent approach to change and positions them as thought leaders in sustainability.
Since its launch, we have worked with STAX and external partners to create relevant and action-oriented comms across all channels. Additionally to concept development, design, and execution of identity, STAX’s new design system has been implemented across brand guidelines, swag and environmental graphics, tradeshow booths, and branding for the barge itself. The result is a high-energy brand that connects with consumers in fresh, meaningful ways.
Credits
Creative Direction:
John Corrie
Strategy:
John Corrie
Design & Art Direction:
Hayley Pankhania, Kirsten Camara, John Corrie
Copywriting:
John Corrie
Production & Motion:
Appetite Amsterdam
Photography & Film:
Nick Souza, Chaz Curry
Website Design:
Hayley Pankhania
Website Development:
Inverse Digital
Developed in collaboration with the STAX Engineering team: Jaimi Klein, Mike Walker, Bob Sharp, and Edward Norton, Long Beach, USA
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