Our Team Created:
- Brand Strategy
- Brand Framework
- Print Design
- Illustration
- Iconography
- Manifesto
- Brand Identity
- Brand Messaging
- Photography Style
- Logo
- Tagline
- Digital Materials
Creating the Brand
Brand Identity
We built the identity on scientific discovery, community, and the applied power of vacuum technology. Drawing from engineering diagrams, we combined the visual language of vacuum pump schematics with the silhouette of a person to create a mark that joins technology and humanity in a few intentional lines.
The symbol is precise and technical, but approachable.
Logo Development
![]()
![]()
![]()
We built the core palette around shades of blue to signal precision, trust, and clarity. Introducing accent colors allowed the brand to open up, add energy, and flex across applications. Hinting that discovery isn’t cold or clinical.
We built the core palette around shades of blue to signal precision, trust, and clarity. Introducing accent colors allowed the brand to open up, add energy, and flex across applications. Hinting that discovery isn’t cold or clinical.
Color
Scientific formula glyphs inspired a type system that used structured, technical forms to counterbalance the brand’s humorous and daring tone of voice.
Typography
With the foundation established, the brand was coming to life. Clinical enough to reflect precision, yet energetic enough to signal innovation.
As we continued to develop the brand, we returned to the diagram style. Adopting it for our iconography and adapting it to the geometric yet approachable illustration style.
Icons, Photos, and Illustration
We paired this simple approach with textures and imagery that are reminiscent of space (the ultimate vacuum) and the laboratory (a place where vacuums are critical to the integrity of the work). It led to a clean and accessible aesthetic that was still human. And when necessary, vivid, exciting, and a little out of this world.
We paired this simple approach with textures and imagery that are reminiscent of space (the ultimate vacuum) and the laboratory (a place where vacuums are critical to the integrity of the work). It led to a clean and accessible aesthetic that was still human. And when necessary, vivid, exciting, and a little out of this world.
Textures & Accents
The first piece of the brand formula had been deciphered. To bring it all together, we needed to have the right copy.
Brand Messaging
When you put your head down to focus, it’s easy to disconnect from the world around you. But sharing ideas is how innovation happens. We leaned in to this truth when creating the tagline, manifesto, and tone of voice.
Making true progress, requires collaboration. So that’s what Nowvac’s tagline encouraged people to do.
When you put your head down to focus, it’s easy to disconnect from the world around you. But sharing ideas is how innovation happens. We leaned in to this truth when creating the tagline, manifesto, and tone of voice.
Making true progress, requires collaboration. So that’s what Nowvac’s tagline encouraged people to do.
Science symbols informed copy treatments visually, reinforcing the tension between scientific precision and humor.
![]()
![]()
Bringing It To Life
Community became the thesis. Nowvac’s marketplace wasn’t about parts; it was about the people who make discovery possible.
![]()
All elements of the system — identity, tone, imagery, graphics — came together across physical and digital touchpoints, from event materials to interface design. It was cohesive, sharp, and surprisingly delightful for a category traditionally anything but.
![]()
![]()
![]()
![]()
![]()
Science symbols informed copy treatments visually, reinforcing the tension between scientific precision and humor.
Bringing It To Life
Community became the thesis. Nowvac’s marketplace wasn’t about parts; it was about the people who make discovery possible.
All elements of the system — identity, tone, imagery, graphics — came together across physical and digital touchpoints, from event materials to interface design. It was cohesive, sharp, and surprisingly delightful for a category traditionally anything but.
Nowvac really was the only marketplace that didn’t suck. It pulled people together, created momentum, and ultimately drew enough gravity to be acquired and integrated into a larger ecosystem. According to scientific vacuum principles, that’s considered success.
All work © Krista Brown