(Work)
Filtergo
Turning breezy service into a new brand
Intro
Bringing fresh air to a stale industry.
Every brick and mortar has to swap out its filters. The problem: It’s a little like doing your taxes — tedious and stuffy. But what if it didn’t have to be? In an industry that’s staler than the air it cleans, we built Filtergo into the crisp and refreshing alternative to your B2B filter service needs.
Bogged down in history and product specs, we helped Filtergo disrupt its industry by getting back to basics. They swap filters quick, often, and with a smile. It’s not about how old you are, or how innovative the filters are, it’s about refreshing service with crisp results.
This is what led us to the name Filtergo. Clear and direct, it gets the first part of the pitch out of the way, so we can focus on the good part: building relationships and standing out.
Taking inspiration from the past, we designed Filtergo with filters on its sleeve. Not just on display but personified in a mascot we lovingly named “Gusty.”
It’s not just for fun, though. Using bright colors, bold type, and friendly illustrations, we turned every touchstone of the brand into walking, talking, hand-shaking billboards.
It’s serious service with serious passion, presented in a way that pops online, on-sight, and on the road.
In addition to visuals, the descriptive name and tagline, “fresh air delivered,” give the brand freedom to be more expressive and less precious with its messaging. That means puns, playful in-jokes, and light little asides.
No more paragraphs about company history or dissertations on filter dynamics—just clear, approachable copy that cheers up the customer experience.
Shelley Aikins, Vice President of Global Markets, Signal Home OfficeThe experience of working with Matchstic to develop our brand identity was highly innovative, and we are grateful for their expertise and guidance. Matchstic has developed a structured process, with thoughtful exercises and a strategic approach every step of the way that really uncovered the core of who we are as a brand. The Filtergo team is excited to go to market with our new brand identity that captures our personality and engages our audience in a fun way – with our amazing mascot, Gusty!
Thank you:
Reed Nyffeler, Ethan Nyffeler, Shelley Aikins,
Janelle Stormberg, Courtney Wudtke
Credits:
Strategy & Naming by Dee Boyle
Design by Colin Pinegar, Christian Tompkins, Michael Martino
Verbal Identity by Clayton Notestine
Creative Direction by Brit Blankenship
Animations by Max Prince, Michael Martino
Project Management by Patrice Fielder
