Aeris Logo White

Strategy, Branding, Collateral, Interactive

Aeris's New Site on Tablet


CARS was a pioneering philanthropic financial analysis company enjoying a nice 10 year run on grants and seed money. However, they were keenly aware that a head-to-toe rebrand was required to take their operation to the next level.

Starting At Square Zero

In what became one our more in-depth brand audits, we studied every aspect of the Company’s internal & external workings. During this analysis, a reoccurring theme of “confusion” quickly emerged.

Aeris Original Name and Logo

So, brand clarity became our first major challenge. From visual identity to operations & infrastructure, it was time to clean house and rebuild on a proper foundation.

Aeris iconography
Aeris Analysis Reports

A New Name

Step one – the name. Employees, investors, and CDFIs all universally agreed that the name was not only confusing, but a roadblock to growth (and the auto industry jokes were undoubtably getting old). For their prospects and customers, approachability is just as important as ethics and trustworthiness.

We chose “Aeris” because it’s connotation of lightness and transparency juxtaposed well with the gravitas and seriousness of the Company. It’s accessible, conveying values of integrity and accountability without having use words “integrity and accountability”.

Aeris logo
Aeris Logo2

A New Platform

The “CARS Garage” is the web application and repo for Aeris’ data & analysis documentation and products. After renaming the patform, The Aeris Cloud™, we worked with the Company’s internal product development team to improve the UI/UX in a manner consistent with their new brand designs.

aeris cloud

The Wires

Pulling analytics from the existing site, in combination with our own user research, we mapped out the information architecture and created funnels towards conversion endpoints.

The Site

The Aeris site had to strike a fine balance between approachability and authority. To accomplish this, we combined friendly photography, navigation inspired iconography, and a reserved yet vibrant palette for a cohesive experience that informs, engages and directs.

Aeris Homepage


The simplified maze in the logo mark is echoed across the navigation inspired product names. The goal – to reinforcing their Guiding Capital to Good tagline, by implying a complex path made clear.

Aeris Iconography
Aeris Iconography

Aeris Identity Materials
Aeris Identity Materials
Aeris Identity Materials
Aeris Identity Materials

Brand Clarity

Across both print and interactive, brand clarity was achieved via a clear color palette, typography, iconography, and all versatile logo and mark.

Aeris Identity Kit