Glad
Smart wellness: on

A home automation brand that provides users a simple and easy lifestyle at the tip of their fingers. Glad controls the home devices through its unique app, offering comfort, security, and energy-savings to help users enjoy everyday life. Focusing on technology and comfort, we created a brand framework through the concept of intelligent wellness.

Client: Glad
Year: 2014
Country: Argentina
Sector: Technology

Naming
Strategy
Positioning
Branding
Visual Identity
Brand Applications
Iconography

The Challenge

We were challenged to create a home automation brand differently from how everyone else was doing in the market at the time. We needed to gain a new place in the market amongst a set of old-school competitors focused 100% on the technology.

What we did

We created a brand strategy and positioning approach that celebrates the wellness and comfort that home automation grants to users — portrayed by family images enjoying safe houses, dogs playing in warm rooms, and parents worrying less about their children’s security. To reinforce this strategy, we named the company Glad, to establish a positive and warm connection with the audience who no longer wanted to deal with sci-fi-type, cold, and techie brands.

The geometric wordmark was accompanied by a canary mascot that represents a pet protecting the home. For the visual brand system, we chose to communicate the brand's values through neat and welcoming colors, a set of custom icons to represent each product, and the textures of natural materials such as wood, linen, or kraft paper.