Our comprehensive rebranding journey began with YCM’s existing customers, whom we engaged to understand their perception sand expectations. For an enemy that is invisible till it’s too late, it was critical for the brand to communicate YCM’s data and science-based approach towards mold prevention and management as a key differentiator that truly provides peace of mind for customers. Leveraging their track record with satisfied brand name customers like Nike is also a critical ingredient in establishing their global authority.

With the key insights, we developed their brand promise around being a global mold authority providing peace of mind through their comprehensive science-based solutions. To back up the brand, we organised their solutions into three parts: products (stickers), services (mold audit), and standards (their proprietary Good Mold Prevention Practices). Their go-to-market efforts also highlighted their usage of IoT in mold monitoring and AI in their 3-second mold identification service.

Once the brand proposition and personality are defined, we refreshed their brand identity to reflect this bigger, bolder aspiration.

This included work on:
‍Key Brand Messages: Articulating YCM’s value proposition, differentiation, and commitment to customer success
‍Tagline Exploration: Crafting memorable and impactful taglines that captured the essence of the brand
‍New Logo: Designing a modern and sophisticated logo that reflects their evolution, dynamism and continuous innovation
‍Visual Identity Refresh: New colour palette, typefaces, and secondary graphics that reflected YCM’s evolution and global aspirations

Once the brand proposition and personality are defined, we refreshed their brand identity to reflect this bigger, bolder aspiration.