ABOUT

ABOUT THE COMPANY‍

Automist by Plumis is an award-winning fire safety system redefining home protection. Using advanced technology, they offers a more effective, less disruptive alternative to traditional sprinklers by detecting fire intelligently and targeting its source directly while using up to 90% less water.‍

Automist was designed for homes where conventional systems are impractical. They are trusted in over 15,000 homes worldwide and were recognised by the James Dyson Award and TIME magazine’s Best Inventions list. An an innovative company, Plumis continues to set new standards in fire safety design.

CHALLENGES & GOALS‍

Plumis aimed to strengthen its foothold in the US market by securing re-orders from Ferguson and positioning itself as a trusted, high-end brand.

The target audience included a mix of ultra-high-net-worth individuals and brand partnerships with architects and interior designers in California.

Any messaging needed to address fire safety in a way that was aspirational and positive, remaining sensitive to the context of California fires.

The challenge was not only to deliver a premium customer experience but to appeal to an audience whose expectations go beyond the ordinary, demanding exclusivity, sophistication, and a sense of distinction.

The client was clear that the brand needed to move away from a “vanilla” tech-hardware aesthetic that resembled Apple, and instead project a more unique, elevated identity.

It was critical that the visual identity communicated this elevated standard while clearly differentiating Plumis as the parent brand from Automist as its flagship product.

The brand story needed to be told visually in a way that highlighted innovation while also resonating with this discerning and diverse market.

UNIQUE SOLUTIONS‍

To achieve the project goals, we developed a refined visual identity system with versatile assets suitable for both print and digital applications.

A deep dive into the customer profiles of ultra-high-net-worth individuals informed every aspect of the visual solution, ensuring the identity resonated with their values and high expectations. We shifted the brand positioning from a tech-gadget to a aspirational homeware product, making it suitable for tasteful, design-conscious homes while maintaining a sense of sophistication and exclusivity.

We created a unique art direction that balanced a tech-hardware aesthetic with opulence and luxury — deliberately moving away from typical tech blues and greys. Green was introduced to signal the product’s suitability for smart homes and its sustainable, water-saving capabilities, while marble was incorporated to evoke luxury and celebrate a purist, raw-material philosophy. The typeface was carefully selected to suggest technology while its rounded forms maintained a human, organic feel, avoiding a sterile or overly synthetic appearance.

For the lead product, a striking luxury gold finish was chosen to create contrast against the green marble, adding prestige and sophistication. Photography, illustration, and other visual elements were crafted to be visually compelling “eye candy”.

The logo was reworked, with a clear hierarchy established to differentiate the parent brand, Plumis, from its flagship product, Automist.

We also defined emotive messaging aligned with the brand purpose, “Protect What Matters,” highlighting key emotional drivers of our target audience to strengthen engagement.

The full identity was formalised in a comprehensive brand book to ensure consistency, credibility, and longevity across all touchpoints.

The results left our client speechless, giddy, and excited to launch the new brand.