Plumis
Entering The Ultra Wealthy Market Confidently
Growth & Expansion
Luxury
Tech
BRAND STRATEGY
Brand Storytelling
Audience Personas
Look & Feel
BRAND DESIGN
Logo & Usage
Brand Guidelines
Visual Identity System
Bespoke 3D Renders
Illustrations
NOMENCLATURE
TONE OF VOICE
Brand Storytelling
ART DIRECTION
Look & Feel
Photography
Image Manipulation / Image Treatments
Retouching
DIGITAL
Desktop UI Template Mockup
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ABOUT THE COMPANY
Automist by Plumis is an award-winning fire safety system redefining home protection. Using advanced technology, it offers a more effective, less disruptive alternative to traditional sprinklers by detecting fire intelligently and targeting its source directly while using up to 90% less water.
Ideal for retrofitting, Automist suits homes where conventional systems are impractical. Trusted in over 15,000 homes worldwide and recognised by the James Dyson Award and TIME magazine’s Best Inventions list, Plumis continues to set new standards in fire safety design and innovation.
CHALLENGES & GOALS
The Business Challenge
Plumis was preparing to launch its award-winning Automist technology inthe United States.
With a distributor secured and an initial order confirmed, success depended on making a confident entrance into the market, one that would build recognition, trust, and momentum for repeat orders, and firmly establish the brand in the US.
Failure to do so could mean losing momentum, renegotiating distribution, and starting over.
The Branding Challenge
The target audience included a mix of ultra-high-net-worth individuals and professional partnerships with architects and interior designers in California. Any communication to them required addressing fire safety in a way that was aspirational and positive, remaining sensitive to the context of California fires.
The challenge was to not only deliver a premium customer experience, but to appeal to an audience whose expectations go beyond the ordinary, demanding exclusivity, sophistication, and a sense of distinction.
The client was clear that the brand needed to move beyond a “vanilla” tech-hardware aesthetic reminiscent of Apple, and instead project a more unique, elevated identity that was distinctive and own-able, with a stronger sense of differentiation.
It was critical that the visual identity communicated distinction between Plumis as the parent brand from Automist as its flagship product, as this was causing confusion.
The brand story needed to be told visually in a way that highlighted innovation while also resonating with this discerning and diverse market.
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UNIQUE SOLUTIONS
To achieve the project goals, we developed a refined visual identity system with versatile assets suitable for both print and digital applications.
A deep dive into the customer profiles of ultra-high-net-worth individuals informed every aspect of the visual solution, ensuring the identity resonated with their values and high expectations. We shifted the brand positioning from a tech-gadget to a aspirational homeware product, making it suitable for tasteful, design-conscious homes while maintaining a sense of sophistication and exclusivity.
We created a unique art direction that balanced a tech-hardware aesthetic with opulence and luxury, deliberately moving away from typical tech blues and greys. Green was introduced to signal the product’s suitability for smart homes and its sustainable, water-saving capabilities, while marble was incorporated to evoke luxury and celebrate a purist, raw-material philosophy. The typeface was carefully selected to suggest technology while its rounded forms maintained a human, organic feel, avoiding a sterile or overly synthetic appearance.
For the lead product, a striking luxury gold finish was chosen to create contrast against the green marble, adding prestige and sophistication. Photography, illustration, and other visual elements were crafted to be visually compelling “eye candy”.
The logo was reworked, with a clear hierarchy established to differentiate the parent brand, Plumis, from its flagship product, Automist.
We also defined emotive messaging aligned with the brand purpose, “Protect What Matters,” highlighting key emotional drivers of our target audience to strengthen engagement.
The full identity was formalised in a comprehensive brand book to ensure consistency, credibility, and longevity across all touch-points.
The results left our client speechless, giddy, and excited to launch the new brand.
STRATEGY
Key visual insights that guided the visual identity were inspired by the consumers brand affinity across the premium homeware products for the UHNW sector.
This enabled us to reposition the brand from a tech-hardware product to a premium homeware offering that not only looks high-end and style forward but also performs a vital life-saving function.
MESSAGING
The pioneering product was designed to use 90% less water than traditional sprinkler systems, and in doing so, it protects what matters most: people, properties, pets, and possessions.
We developed the brand messaging from this point of view. Below are some consumer-centric messaging concepts we explored.
