Brand Identity Design


Here is my description of Apkudo

Blueair: Building a brand with an earth-friendly ethos.

Blueair makes the world’s best performing air purifiers. As a Swedish company they believe in social and environmental responsibility with a manifesto of clean air as a basic human right. They hired me to build the brand and increase consumer awareness in North America. During my time at Blueair, annual consumer sales increased by 50% and were on-track for even higher growth due largely in part to a redesigned, consumer-friendly website.

Focus the messaging. Create differentiation.

Blueair is a number one brand in China but was a best kept secret in America. Blueair has a wealth of great messaging including a manifesto and an amazing photography library. Needed to tune it to an American audience and to focus it into a message architecture to be used in all media.


Redesign the website for SEO and analytics for measurable results

Ramp up the social media with relevant content

Reach out consumers with targeted ads

Guide the consumer decision making in stores

Dave can quickly analyze a situation, what needs to change and what already works.

— Herman Pihlträd, President, Blueair