Bringing the power of the crowd to innovation
Innovation Economy Corporation
Bringing the power of the crowd to innovation
The situation
IECrowd set out to revolutionize how breakthrough innovations reach the market, shifting influence from corporations to individuals. Their platform merges technology, social engagement, and entrepreneurship to drive meaningful global impact. When they approached Tank, they needed a strategic brand identity, messaging, and digital experience to inspire and activate a worldwide audience. We developed a compelling brand foundation, including mission, vision, and values, that encapsulates their philosophy of “Doing Good and Doing Well.” This was brought to life through the tagline “Recruiting the Planet,” reinforcing their call to action for global participation in innovation. Our work included a comprehensive brand strategy, messaging framework, and a fully integrated digital ecosystem to clearly communicate IECrowd’s purpose. We designed and developed a cohesive web platform and applications, ensuring an intuitive and engaging user experience. By combining clear messaging, a dynamic visual identity, and seamless UX/UI, we positioned IECrowd as the leading platform for democratizing innovation, empowering individuals to drive real-world change.
Brand architectureBrand collateralBrand identityBrand positioningCampaignsContent strategyDesign systemsDevelopmentExperience designExperiential/printUI design & development
Extending the IEcrowd Brand with Game-Changing Innovations
Under the IECrowd umbrella, Tank Design helped bring two groundbreaking brands to life—Nuuma and Kite—each embodying the mission of using innovation to create real-world impact. These products reflect IECrowd’s commitment to empowering individuals with tools that improve global health and environmental awareness. Our role was to develop the brand strategy, visual identity, and product positioning for both, ensuring they aligned with IECrowd’s vision while standing out as distinct, high-impact solutions.
Protecting People with a Revolutionary Mosquito-Repelling Patch
Backed by initial funding from the Bill & Melinda Gates Foundation and the National Institutes of Health, Kite was developed as a simple yet powerful solution to combat mosquito-borne diseases, one of the world’s most persistent health threats. Created by Olfactor Laboratories, a subsidiary of IECrowd, Kite’s non-toxic adhesive patch uses FDA-approved compounds to block mosquitoes’ ability to detect CO₂, effectively making wearers invisible to mosquitoes for up to 48 hours.
Tank was tasked with creating a bold, accessible brand identity that conveyed both scientific credibility and everyday usability, ensuring Kite resonated with global health organizations, researchers, and consumers alike. We developed a vibrant, approachable visual identity that positioned Kite as a safe, effective, and easy-to-use solution, reinforcing its life-saving potential in malaria-prone regions while also appealing to a broader global market of outdoor enthusiasts and travelers.
Empowering Individuals to Monitor and Improve air quality
Nuuma is a revolutionary air-quality monitoring device that puts environmental awareness directly into people’s hands. This compact 2”x2” Bluetooth-enabled sensor detects up to 140 toxic gases and delivers real-time air quality alerts to users’ mobile devices, allowing them to make informed decisions about their surroundings. Tank was brought in to develop the brand name, visual identity, and product design, ensuring Nuuma reflected both precision and accessibility. We created a sleek, modern brand that reinforces Nuuma’s role as an empowering, science-driven tool for individuals and communities alike. By combining clean aesthetics with intuitive usability, Nuuma positions itself as a breakthrough innovation that enables people around the world to actively monitor, share, and advocate for cleaner air.
Nuuma: Purpose-Driven Product Design for a Smarter Future
The Nuuma air-quality sensor was designed with a form that seamlessly blends function, portability, and brand identity. Its triangular shape optimizes stability and ergonomics, making it easy to carry while reinforcing its technical precision. The compact 2”x2” design houses advanced sensor technology, while its smooth, minimal exterior keeps the experience clean and unobtrusive.
Tank’s product design approach focused on creating a form that is instantly recognizable yet highly functional. The circular sensor element, subtly resembling a nose, reinforces its purpose—detecting and analyzing air quality at a human scale. A single illuminated indicator provides intuitive feedback, minimizing distractions while maintaining an elegant, futuristic aesthetic. By integrating purpose-driven form, seamless interaction, and cutting-edge technology, Nuuma becomes more than a device—it’s a symbol of environmental empowerment, designed for effortless, everyday use.
Transforming Air Quality Awareness Through Geolocation
The Nuuma app experience was designed to turn individual air-quality monitoring into a powerful, crowdsourced environmental tool. By leveraging geolocation technology, the app plotted real-time pollution data on an interactive map, allowing users to see air quality trends across different regions. This dynamic system enabled individuals to identify and track contaminated areas, empowering communities to take proactive steps toward cleaner environments. The app’s intuitive UI and data visualization tools provided personalized alerts, historical trends, and community-driven insights, making air-quality awareness both accessible and actionable. By connecting thousands of Nuuma users, the platform became a living, breathing air-quality network, enabling real-time environmental advocacy and informed decision-making on a global scale.
