Mysa Smart Thermostats

B2C & B2B - Branding & Marketing

Mysa makes smart home energy management tech that keeps folks comfortable and builds a better future for our planet. My work with Mysa over the years as a Graphic Designer, Brand Manager, Creative Lead and Brand Lead has spanned many B2C and B2B channels. My focus has always been on building our brand, and developing and executing brand marketing strategies to accelerate company growth and meet our revenue targets.

Quick Links:

Logo & Branding Brand Identity Product Marketing Guided Videos Product Launch - LITE Product Launch - AC Sales Campaign - Black Friday

One of my first projects with Mysa when I joined the Marketing team in 2018 was to refresh the logo. I took a deep interest in building the brand by doing a competitor analysis and designed the logo and brand assets to purposely stand out against others in the tech industry, while having a more warm and friendly appeal for a B2C market.

I kept the red and blue colours but shifted them slightly and added a gradient to increase the spectrum of colours that could be used within the brand identity. This also gave it a more modern, fun, and friendly image. Balancing the arrows and choosing a new (well kerned) font really set it off and gave it a more professional and polished look.

Creative process for Mysa's logo evolution

✦ Brand Strategy: Amy Fisher, Roslyn Abbott. ✦ Design: Roslyn Abbott. ✦ Photography: Darrell Edwards. ✦ Copywriting: Jillian Thorne.

One of the software features of Mysa is that a smile appears on power up, when we first started building the Mysa brand we took notice of how friendly and charming this dot matrix smile was. We dedided to really latch onto this and bring it through our branding as it added friendliness to an otherwise stark tech product. The smile has been a big favourite of all staff and customers with people reaching out asking for merchandise with the dot matrix smile.

✦ Photography: Darrell Edwards.

Brand Identity

Mysa's main value propositions are:
✦ Save money by being more mindful of energy consumption and easily reduce energy costs.
✦ Convenience & comfort by always having access to set the temperature you want anytime from anywhere.
✦ Peace of mind by using remote control, monitoring, and automated features.

We brought these value propositions into the following statement that captures our brand essence:

Comfort without compromise
We believe that you shouldn’t have to sacrifice your sanity, the look of your home, the environment, or your financial well-being for the sake of physical comfort.

✦ Brand Strategy: Amy Fisher, Roslyn Abbott. ✦ Design: Roslyn Abbott. ✦ Photography: Darrell Edwards. ✦ Copywriting: Jillian Thorne. ✦ Development: Chad Sharpe, Adam Paul.

Product Marketing

Mysa's products are niche and compatibility must be determined early on before purchasing, therefore making it a very important part of the customer journey. We developed a colour coded and visual approach in addition to technical product naming to help customers recognize electric heating systems easily. We assigned a colour from the Mysa gradient for each product to represent compatibility (baseboard - red, in-floor - purple, air conditioning - blue). We added product icons to make compatibility easily recognizable in addition to the colours.

The colours, product icons and compatibility icons are thoroughly embedded in all consumer facing brand materials - paid social ads, landing pages, product detail pages, product info sheets, compatibility checker, email flows sent to customers, retail packaging, printed and online manuals, in-app guidance to add a new thermostat, setup materials and guided videos.

✦ Brand Strategy & Design: Roslyn Abbott. ✦ Packaging Design & Photography: Darrell Edwards. ✦ Copywriting: Jillian Thorne.

Guided Videos - Mysa Academy

Mysa Academy is a library of resources made specifically for Mysa's customers with the intent to guide them through every step of the installation and setup of all Mysa products. The concept, storyboards, scripts, graphic and motion design were all created internally by our creative team. The installation videos were shot and produced with the help of agency MO:PR. While the pairing videos were all shot and produced internally. The library spans all products - Baseboard, In-Floor and Air Conditioners, and covers installation and pairing (iOS & Android) in both English and French.

Check out the Mysa Academy guided videos on Mysa's YouTube channel.

✦ Brand Strategy: Roslyn Abbott. ✦ Design & Video: Darrell Edwards, AbdelRahman Shaalan, MO:PR. ✦ Script: Jillian Thorne. ✦ Copywriting: Brad Pretty.

Within one year of being published, Mysa Academy videos have accumulated approximately 30,000 views. This project was an immense success, internal teams such as customer support and product are always mentioning how easy it was to share the guided videos to help customers, and customers have reached out to us boasting that they love the video resources, that they are very clear and thorough in direction allowing them to follow along without any issues.

Customer Testimonials:

The instructions and videos were great resources when it came to the install. I especially liked the visual confirmation (smiley face) indicating the install was successful.
The installation guide and videos are great. They even show you how to install wire nuts. I just installed it, so I can’t speak to long term use, but connecting it was a breeze.

Product Launch - Mysa Smart Thermostat LITE for Electric Baseboard Heaters

Mysa's most recent product launch was "Mysa LITE" with Electric Baseboard Thermostat compatibility. We matched all product materials with the Mysa red palette for electric baseboard compatibility recognition and created a new compatibility icon with the name "LITE" in it for differentation from the other Baseboard products offered.

This product launch was quite different, due to the price point and offering being more affordable with reduced functionality from our previous products. We wanted to make sure we positioned this product as premium but more affordable and accessible to everyone - especially since you need to buy one thermostat per baseboard heater and the cost to have them throughout a home can add up. Pricing has always been a barrier to purchase and this was a solution to help break that barrier down for consumers.

Messaging for this product plays up part of the product name "LITE" as being more minimal, simple, affordable and easy to use.

✦ Brand Strategy: Roslyn Abbott. ✦ Design: Roslyn Abbott, Eoin Hickey, Darrell Edwards. ✦ Development: Chad Sharpe, Adam Paul. ✦ Photography: Darrell Edwards. ✦ Copywriting: Jillian Thorne.

Product Launch - Mysa Smart Thermostat for Air Conditioners

The launch of Mysa for Air Conditioners was a really exciting project, and went on to further launches not just in North America, but Europe and Australia making for our first product to be sold internationally. This is also the first product we offered that does not require electrical installation and has a very easy setup using your unit remote control codes to control your ductless mini-split heat pump, window or portable AC unit.

We matched all product materials with the Mysa blue palette for air conditioners compatibility recognition and created a new compatibility icon for differentation from the other products offered.

Messaging for this product is a play on words for "keeping your cool" as in not stressing about your energy bills being high, or keeping tabs on what your thermostats are set to, just being comfortable in your home and having peace of mind.

✦ Marketing Strategy: Amy Fisher. ✦ Brand Strategy: Roslyn Abbott. ✦ Design: Roslyn Abbott, Eoin Hickey, Darrell Edwards. ✦ Photography: Darrell Edwards. ✦ Copywriting: Jillian Thorne. ✦ Development: Chad Sharpe, Adam Paul.

Sales Campaign - Black Friday 2023

Our Black Friday / Cyber Monday sale accounts for millions of dollars in sales per month and about 70% of our revenue for the year. For this reason it's extremely important to plan ahead, have a cohesive campaign and creative that really catch attention during a very competitive time to advertise. Every year we reskin our website and product detail pages with a fresh new Black Friday theme that matches all paid social ads and email campaigns to create excitement for the sale and an immersive shopping experience.

✦ Brand Strategy: Roslyn Abbott. ✦ Design: Roslyn Abbott, Eoin Hickey. ✦ Photography: Darrell Edwards. ✦ Copywriting: Jillian Thorne. ✦ Development: Chad Sharpe, Adam Paul.