Brand Ecosystem
Runwise is a smart building platform used by thousands of operators to control heating, cooling, and performance in real time. As the company scaled, the brand needed to evolve from a visual identity into a system that expressed trust, reliability, and performance across product, marketing, and physical environments.
I led a multi-phase brand evolution spanning strategy, research, and system design, aligning the brand with the strength of the product and long-term vision. The result was Runwise Brand Book 2.0: a clarified position, refined voice, and scalable visual ecosystem now used across product, marketing, and events.
Role
Lead Product & Brand Designer
Contribution
Brand strategy, Visual identity design, Product-brand integration, Design system development, Creative direction, Experience design, Stakeholder collaboration
The Challenge
A strong product held back by its brand
Runwise had grown into a mission-critical platform, but its brand hadn’t kept pace.
The identity underrepresented the product’s strength, leaning technical over benefit-driven and creating a gap between reality and perception.
At the same time, the original logo and gradient system failed at scale. Reproduction issues across product, marketing, and print reduced clarity and consistency.
This wasn’t cosmetic; it was structural. The brand needed a scalable system that matched the strength of the platform.
The Strategy
Align before redesign
Before touching visuals, I led a three-week brand workshop series with 21 team members across product, engineering, sales, marketing, and operations.
The goal was clarity: define how Runwise is truly experienced, separate core from noise, and translate lived reality into brand foundations.
Through persona metaphors, personality spectrums, and competitive perception exercises, the work shifted from a visual refresh to a shared definition of who Runwise is — and who it’s becoming.
The Solution
From visual identity to scalable system
I rebuilt the brand as modular infrastructure designed to scale across product, print, and motion.
The logo was re-architected as a geometric system aligned to the product’s temperature logic — blue (below average), orange (above average), and purple (optimized) — improving legibility, manufacturability, and consistency.
Internal research reframed Runwise as a trusted, “invisible hero.”
This insight shaped the brand’s positioning, voice, messaging architecture, and visual direction.
The Impact
A brand built to scale
The new system gave Runwise the confidence to design consistently across every touchpoint.
Since launch, the brand now supports:
• A growing library of physical assets and merchandise
• A cohesive event presence across booths and installations
• A visual language that scales from small objects to large environments
