ecobee Rebrand

April 2020 | Branding, Strategy, Production, Creative Direction

ecobee is known for its smart thermostats that help conserve energy and improve home comfort. With planet positivity at the company’s core, they revolutionized the category.

In 2019, they were eager to drive greater reach—and in turn, greater environmental impact. They had built a loyal following of highly tech-savvy customers, but knew a rebrand was needed to reach a larger mass audience. To achieve this goal, I was hired as Creative Director to lead a team of in-house talent and enlist best-in-class creative collaborators. 

I began by understanding corporate growth objectives and building a brand framework that supported these goals. Then, I directed my team to explore logo and letterform design, iconography, tonality and copy direction, tagline, color palette, photography and VFX asset production, graphic treatment and sonic branding. With clear focus, my team completed a brand book and corporate video, which was used to operationalize the brand internally in February 2020. A few months later, the brand was launched publicly alongside additional product offerings. The expression was showcased by a new ecommerce website and brand microsite explaining the creative strategy (check out the brand book here).