Aspire is a fresh new line of paving solutions that convert unused rooftops into greenspace recreational areas. Crafted from up to 95 percent post-consumer recycled rubber and plastics rescued from the waste stream, Aspire echoes the unwavering sustainability values of its parent company, Brava. As a recent addition to the Brava portfolio, Aspire was previously known by a different brand in the market and was primarily seen as a do-it-yourself material. However, the Brava team recognized the need to give this product line a commercial-grade rebrand.
It all began with a naming. Our teams collaborated on crafting a name that went beyond merely describing the product and spoke to the company's positioning and mindset of doing better, thinking smarter, and bringing innovation to market. With the name Aspire set to go, we then broadened our target audience significantly, moving beyond the core DIY crowd to encompass architects, interior designers, property owners, and installers. To further support the new brand, we designed a logo mark that retained a clear link to the Brava brand, all the while exuding a distinctly aspirational quality.
