Mark Godwin Design
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While leading product design at Airsweb, I spent several years designing the company’s new flagship platform, Airsweb AVA. As the product matured, it became clear that the existing brand no longer reflected the modern SaaS platform we were building.
I proposed and led a brand refresh that would modernise the company identity while introducing a scalable branding system for the expanding Airsweb product suite.
Airsweb
Lead Designer
Brand refresh, product suite branding, marketing website
Adobe Illustrator, Photoshop, Figma & Webflow.
Supported the growth of Airsweb AVA to £5M ARR
While leading product design at Airsweb, I spent several years designing the company’s new flagship platform, Airsweb AVA. As the product matured, it became clear that the existing brand no longer reflected the modern SaaS platform we were building.I proposed and led a brand refresh that would modernise the company identity while introducing a scalable branding system for the expanding Airsweb product suite.
Airsweb had built strong recognition in the EHS industry, but its brand identity had not evolved alongside its technology.
The company was transitioning from a legacy safety platform to a modern, modular SaaS product with significantly improved user experience and technical capability. The existing brand felt dated and did not reflect the quality or flexibility of the new platform.
At the same time, the product portfolio was expanding. The business needed a clear and scalable way to brand multiple products while maintaining a strong connection to the parent Airsweb brand.
Rather than replacing the Airsweb identity entirely, the strategy was to evolve and modernise it while preserving brand recognition in the market.
Three key principles guided the work:
1. Modernise the core brand
Refine the visual identity so it felt contemporary and worked seamlessly within modern product interfaces.
2. Introduce a product branding systemCreate a visual framework that would allow multiple products to live within the Airsweb ecosystem while maintaining a clear hierarchy.
3. Align product, marketing, and webEnsure the refreshed brand was applied consistently across the product UI, marketing materials, and a new website.
The brand refresh focused on evolving the existing identity rather than starting from scratch.
I simplified the visual language, refined typography, and introduced a cleaner, more contemporary aesthetic designed to sit naturally within modern SaaS interfaces. The updated identity improved clarity, scalability, and consistency across digital and marketing applications.
To ensure the new system could be adopted across the business, I created a comprehensive set of brand rules and guidelines covering typography, colour, layout, and visual components.
Alongside the brand refresh, I developed a visual system for the Airsweb product suite, designed to sit alongside the flagship platform, Airsweb AVA.
The concept centred around a white disk and channel inspired by the appearance of a switch in modern user interfaces. This visual device reflected AVA’s underlying technology, which allows features to be activated depending on regional EHS regulations.
The approach communicated modular capability while also introducing movement and personality into a category that is often perceived as static or overly technical. The system allowed new products to inherit elements of the core brand while maintaining their own identity within the suite.
The refreshed identity was rolled out across marketing materials, creating a consistent visual language across sales, product, and promotional touchpoints.
To support the launch of the refreshed brand and product suite, I designed a new marketing website in Figma and built it in Webflow. The site helped clearly communicate the AVA platform and broader product ecosystem while showcasing the modernised brand.
The refreshed brand and product identity helped reposition Airsweb as a modern SaaS platform within the EHS industry.
The cohesive brand system aligned product experience, marketing, and web presence—helping communicate the flexibility and capability of the AVA platform.
During this period of growth, the platform scaled to £5M ARR, supported by a clearer product story and stronger brand presence in the market.
