Almy brand platform, naming, identity and communication strategy

For the new brand, we conducted research on trends and the target audience, defined the positioning and developed everything needed to bring it to market, including the brand platform, naming and communication strategy, as well as created the logo and designed a restrained visual identity.

Brand

A complex product received intuitive controls. Therefore, its image has also become as simple and accessible as possible.

Naming

The simplicity and ease of the name also convey the idea of simplicity while maintaining the brand’s tone.

The name Almy has a reference to another product of the company: the autonomous alarm system with video surveillance function, My Alarm. Additionally, the resulting word is phonetically similar to the English word “calm.”

Logo

The typographic logo emphasizes the brand’s core idea with a strict and restrained typeface. It blends perfectly with delicate gradients, on which the system messages for users are displayed.

Communication

The key message of the brand: “Security is simple. Most incidents can easily be avoided.”

Unlike competitors, Almy’s communication approach is about demonstrating the calmness a person experiences when installing a security system.

And conveying this is kept as simple as possible: both through the clarity of the texts and the minimalism of the visuals.

For this clarity, a descriptor was created, directly explaining the product: “Smart security system in one app.”

To launch the brand, the strategy includes a message builder for different audience segments and a roadmap for promotion.

Identity

The visuals transport the viewer into an atmosphere of calm and coziness through muted pastel tones. At the same time, the materials are not overloaded with visual information and only showcase the essentials.

The materials feature fresh and clean colors. The shimmering gradient resembles the operation of artificial intelligence.