Simplifying a complex offering

A material advantage for a Silicon Valley materials science leader

Niche technology leader Matrix Industries sought to upgrade their brand messaging and identity system to accelerate growth in customers and investor interest.

The company has developed technically superior thermoelectric material and related technology. A little known technology, thermoelectrics harvests electricity from temperature change. And enables solid state refrigeration.

The rebrand followed the launch of a successful Kickstarter campaign for their breakthrough powered-by-body-heat wearable PowerWatch. Rebranding sought to energise perceptions of Matrix, its remarkable products and its potential.

Matrix Industries products are often used as an ‘ingredient brand’ to power devices produced by other companies – similar to ‘Intel Inside’ which many people are familiar with. Our brand identity guidelines included a design system establishing how the Matrix brand is to be applied in these co-branded scenarios.


Value created

Opportunity explained – The rebrand clearly positioned Matrix as the efficiency leader in thermoelectrics. 

Business strategy aligned – Matrix corporate brand now maintains the perception of quality it developed by investing into its successful PowerWatch brand. 

Clear expression of value – The rebrand gave the Stepworks team familiarity with Matrix technology. This led to strong messages for all future communications.

Previous logo
Like the company’s offerings and approach, the distinctive new Matrix Industries logo expresses a cool energy
“It has been a great experience seeing our website and brand come together and clearly explain what we’re doing as a business. I enjoyed the thoughtful approach Stepworks brought. The reasoning behind their creative recommendations were often very compelling. Our presentation really is in good shape now.”

Nicole Cifani, VP, Marketing
Matrix Industries

Matrix’s brand architecture
Illustrations and iconography designs help keep the Matrix story visually consistent
Brand guidelines keep all Matrix Industries communications and design teams on the same page

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