Aether Labs
A spectroscopy company that sold to physicists and priced like enterprise software, with a brand that looked like neither.
The problem
Aether had two audiences who wanted opposite things. Lab leads wanted proof the instrument was accurate. Procurement wanted proof the company would still exist in five years. The old identity spoke to neither, so sales carried the whole argument on calls.
What we did
We built the identity around measurement itself: concentric orbital marks, a tight technical grid, and a colour system that stays legible on an instrument panel. Every asset has a spec sheet so the in-house team can extend it without us.
Where it landed
The site now does the qualifying that sales used to do on calls. Inbound doubled in the six months after launch.