21°

The brand’s previous identity didn’t align with its main mission of enhancing health and comfort in living spaces. The name ‘Green Building Store’ (GBS) connoted that the company built homes, that it was a physical store, and that its primary focus was sustainability. And, while increasing energy-efficiency is a factor, boosting health and comfort in living spaces are the company’s main goal. In a market saturated with brands that go for obvious connotations, they needed a complete overhaul, with both visual and written messaging that communicated what the brand really does and stands for.

First, we held a brand workshop to get a feel for GBS and redefine its mission, vision, and values. It was immediately apparent there needed to be greater emphasis on the health and comfort benefits GBS’ input provides, however the previous name was not representative of their offering. Our name change suggestion was a huge step for the brand, but a necessary one.

We renamed it 21° (often cited as the optimal temperature for health and comfort), designed a bold new logo (representing their full-circle approach to projects), and curated a warm, emotive colour palette. We implemented this brand identity across the website, which was redesigned for enhanced user experience, giving a more modern, polished digital presence. Through strategic PR and content, we ensured a seamless transition to 21°, garnering positive internal feedback by holding a staff event, and laying the foundation for success which we continue to support.