Country Base: Australia
Industry/Sector/Keywords: Manufacturing, Ventilation, Sustainability, Buildings, Design
Below: Before and After Images in Slide Show, Videos, Summary, Credits


Industry Setting
Natural ventilation (NV) is often seen as the poor cousin to mechanical air conditioning – a cheaper, less effective option. With few facts available, it is poorly understood by the building industry and readily dismissed.

Established in 1924, IVR Group was known as Australia’s leading manufacturer of NV, with a strong manufacturing focus and an established presence in the market.


The challenge IVR Group faced was to change the perception of NV as a poor alternative to air conditioning and to provide the facts and science to prove the effectiveness and benefits of NV.


Together with the Australian Government’s Design Integration Program, we helped identify a need to shift IVR Group from a manufacturing focus to a design-driven approach. Moving from a components business with a passive sustainability and cost message, to a design-led organization changing the way buildings are designed, constructed and used.

We repositioned the new brand as leaders of the new wave of sustainability. To reflect this, we created a more meaningful name and brand identity – better placed to educate and inspire the industry to become champions of NV.


In 2015 Airocle was born. A place where science meets nature.

The new name was supported by a hummingbird symbol – a vibrant creature known for it’s remarkable agility and innovation.

The rebrand was communicated via a new website, digital content, including a dynamic animation, advocate videos, launch EDMs and a new online resource center, The Knowledge Bank, sharing Airocles 90 years of experience. A narrative was opened with architects and engineers to educate prospects on the benefits of NV.

“Our new name is meaningful and captures the essence of our new brand strategy. Founded By Design had a clear vision for our new brand. We’ve got a great story to tell and we’re experiencing improved results.” Stephen Bird, MD, Airocle.


Client: Airocle –

Brand Strategists/Designers: Founded By Design –

Strategy & Naming:
Russell Naughton
Louise Broad
Creative Direction: Chris Thomas
Scott Robertson
Anthony Smith
Artwork: Anastasia Tsatralis
Project Management:
Katie Barter
Rachel Gavin

Website Build: Digital Garden –

Case Study Videos: HelloFuture –

Motion Graphics: MainFrame-

Brochure Artwork: 101Design –

Print: Rawson Graphics –