Rexair invented its first Rainbow home cleaning system in the 1930s, and has introduced new models about once per decade ever since. The company’s newest model was its most powerful and advanced to date—but it needed a name, visual identity and compelling narrative to ensure a successful launch. With global market share and millions of investment dollars at stake, Rexair had only one chance to get it right.
We started with a thorough understanding of the Rexair culture and its unique distribution model before starting development work on a new name, design system and key messaging. We also consulted with longstanding employees and loyal fans to ensure our evolution of the Rainbow brand was a natural and fitting extension.
Our team built upon the visual nomenclature they had developed to create a comprehensive design system for the newly named SRX and its accessories. Packaging, marketing literature, photography, collateral material, product decals and promotional and informational videos were all developed to reflect the distinct SRX visual identity.
To support the launch, we created a dynamic explainer video which dove into new features as well as five sales videos and 15 “use and care” videos. It ensured distributors had all of the high-impact content they needed to power sales events, in-home product pitches, social media and the Rainbow website.
The new Rainbow SRX model and branding were introduced at the company’s global sales event to rave reviews from key distributors and sales leaders. With demand for the new model growing, the new SRX was launched shortly after and, today, the Rainbow SRX is sold and enjoyed in over 80 countries around the world and has won numerous awards for its innovative design.
