MIAQA

Industry

Nonprofit, Health & Wellness

Services

Service Study, Visual Identity, Service Architecture

How do you design a service that turns clean air into a visible, marketable asset?

Background

For Adam, a startup veteran and parent, a draining battle with long COVID compelled him to immerse himself in the expansive world of Indoor Air Quality (IAQ). His research revealed a critical gap: while schools are foundational spaces for development, no simple, trustworthy standard existed to validate the health of the air inside.

Adam’s mission is grounded in a simple truth: ‘We have a choice in the food we eat, the beverages we drink. But we do not have a choice in the air we breathe.’ From this, Maryland Indoor Air Quality Advocates (MIAQA) was born: a mission to bring Society, Industry, and Government to the table to create a clear, collaborative path forward for healthier air in Maryland’s schools and public indoor spaces.

Our goal was to take MIAQA’s ‘IAQ Certification for Schools’ concept and turn it into a market-ready service. We crafted a credible brand identity, designed a lean and scalable service model, and planned a pilot launch to prove its viability in Maryland schools.

Phase 1 of 2

Service Study and Architecture

Our process began with a deep discovery phase to synthesize the founder’s vision and market realities. Our research and analysis revealed the core strategic challenge: the service had to be scientifically rigorous enough to be trustworthy, yet simple and affordable enough for schools to voluntarily adopt. This insight guided our entire design approach.

Our solution had two parts. First, we built credibility using a network of independent auditors and scientific advisors. Second, we designed a simple, tiered badge system that transforms the audit from a stressful test into a desirable, marketable asset for schools.

Toolkit

-Design Thinking Workshops
-Industry Audit
-SWOT and TOWS
-Affinity Maps
-Service Architecture

Developing the Service Architecture

The service study culminated in a comprehensive operational map for the certification program. This aspirational, partner-based system is designed to be a lean, scalable, and self-sustaining engine for MIAQA’s advocacy mission. The architecture transforms a complex problem into a clear, accessible, and user-centric service from end to end.

Phase 2 of 2

An identity system that conveys calm authority

After exploring three distinct logo concepts, the chosen mark is an elegant depiction of laminar flow, symbolizing predictability and control over the unseen medium of air. The palette combines a trustworthy calm blue and a vibrant, healthy lime green against a backdrop of clean white, creating a feeling of freshness and clarity. Imagery focuses on serene, light-filled indoor moments, reinforcing the brand’s ultimate promise: peace of mind in the spaces where we live and breathe.