Avert

Avert is a Silicon Valley start-up developing advanced robotic wildfire protection technology, building systems that help safeguard communities and natural environments from growing climate-driven risks. The project centred on creating a scalable brand identity that could support the company’s long-term ambitions across physical products, digital platforms, and investor-facing communications.

Year

2025

Client

Avert Wildfire

Discipline

Branding, Logo identity, Art direction, Web design

Three Avert Sentry's with different metallic finishes against a grey background.

Project Overview

Effective wildfire protection.

Lead designer responsible for establishing a scalable brand
system through a distinctive logotype and versatile colour framework - reflecting the company’s long-term goal of making
environmental risk mitigation more accessible and actionable.

Collaboration with Default Office.

Logo

Concepts drawn from establishing a visual motif: ‘Spatial Lightness, Refined Darkness’. The logomark
is inspired by the articulating arm on the device
- creating cohesion with existing industrial design.

Black and white abstract logo sketches with geometric shapes, arrows, and handwritten notes exploring design concepts.
The Avert logo, on a solid black background.
Avert Sentry device with water spraying out against a clear blue sky.
Identity

The brand palette comprises a handful of neutral
warm greys, a deep black, and a vibrant hero colour - inspired by the hues of Californian landscapes and natural forestry.

A collage of landscape photos featuring mountains, deserts, forests, and roads alongside various colour palettes and handwritten notes about colours and image styles for design inspiration.
Grid layout of presentation slides showcasing brand identity elements such as logo design, typography, color palette, signage, and product photos.
Art Direction

Algorithmic experimentation allowed key photography to be distilled into gradients, informing an art direction that relies on emotional and tonal consistency.

Three overlapping windows of the 'Avert Color Signature Generator' software showing vertical colour gradients with sliders for number of colours and grain intensity, dominant colours, and proportions.
Four photographs of landscapes including red rock cliffs at sunset, a rocky mountain with pine trees, a highway interchange in a hilly area, and a large house with a circular driveway surrounded by trees at dusk, each paired with a vertical color gradient bar.
Laptop displaying a wildfire incident tracking map of California and surrounding states with multiple fire icons and incident details on the left panel.
Grid of 18 black icons on white background including arrow right, chevron up, filter, plus, minus, magnifying glass, information, checkmark, empty checkbox, filled radio button, wireless, power, lightning bolt, tree, water level, water pressure, fire, arid, and wet.
Close-up of a smartphone corner showing app icons for Avert, Calendar with date Monday 6, Mail, and Notes, and the time 9:41.
Tablet displaying Avert's website for autonomous wildfire protection robotic systems with product images and descriptions labeled 'Sentry' and 'Protection'.
Close-up of a black foam insert tray holding a device labeled 'Avert' and two black boxes labeled 'Sentry Wireless module' and 'Sentry Accessories'.
Side view of a black pickup truck with yellow text reading 'Avert Service Vehicle' on the door.