MachineQ

brand
digital
Re-branding and positioning of a Comcast company defining the future of IoT
The future of IoT

MachineQ is a Comcast company focused on large-scale IoT for enterprises and solution providers. They asked Astro to help them go through a positioning exercise as well as a re-brand to match their evolution and goals as a business. We worked with their executive and design leadership to craft a brand update that reinforces their vision for the connected future as well as leveraging some of the most powerful aspects of their previous identity.

The updated identity system we created is meant to evoke an air of futurism as well as the idea of live data to reinforce MachineQ's ethos of defining what is next in the universe of IoT. MachineQ's new "air pattern" is used to illustrate the power their technology can unleash. We chose to use Paralucent as MachineQ's main typeface because it speaks to technology without coming across as technical, and kept orange as the main brand color to leverage the existing brand equity. As part of our re-brand exercise we continue to work with MachineQ to define their content strategy, web experience and packaging.