We built a brand to launch a revolutionary app for design build professionals and property owners. This Chicago-based startup approached Mekanic in the thick of fundraising, needing substantial investments to advance their product development to next phases and introduce a beta version. Given their fluidity, our team embraced a super agile stance and initiated the branding project within days of funding being acquired. As a startup, this product needed the works: a name, story, identity, website, and a suite of branded collateral. The name Specifix represents the augmented reality tool’s distinct ability to capture a specific space in real time, and then “fix” floorcoverings, wallcoverings, surfaces, and objects into the space to confidently envision a design solution. The messaging and website experience caters to design and architecture manufacturers who are the primary customers of Specifix – those who invest in the premier opportunity to have their entire product line available on the app, and gain user data to inform their strategic business decisions. The identity emphasizes the “fix” aspect of the app’s features in a clean, sophisticated, and timeless way – and intentionally appeals to users sourcing products for a variety of residential and commercial spaces.