Case Study: Cleanova redefines industrial filtration branding with Design by Structure

Cleanova builds a bold new brand in 1 acquisition with Design by Structure

Cleanova, a new company formed by PX3 Partners from the acquisition of filtration businesses within Celeros Flow Technologies, faced the challenge of standing out in a conservative industrial market where trust and reputation are paramount. Their goal was to position this new entity as a symbol of innovation. The vendor, Design by Structure, was tasked with creating an entire brand from the ground up, including strategy, messaging, and a new name.

Design by Structure developed a confident and impactful brand identity for Cleanova, deliberately defying industry norms with a distinctive purple color palette. The solution included bold typography, aspirational photography focused on people, and minimalistic lead graphics inspired by molecules to illustrate the filtration process. The resulting visual system and logo icon provided a clear and distinctive presence, successfully establishing the innovative newcomer in its market.

Cleanova