New Branding, Website, and Content Strategy for Sustainable Growth

In 2022, Detroit was named the #1 asthma capital in the US, and the city received an ‘F’ rating for high ozone days and particle pollution. This was frightening news for Detroit communities, but it sparked a need for a solution.

JustAir was founded by Darren Riley, a resident of Detroit who had himself developed asthma due to the poor air quality conditions. JustAir deploys air quality monitors in urban areas where residents can easily view their data. This data powers action as communities rally together to work to improve their air quality and the lives of their neighbors.

Because the presentation of JustAir’s mission and the data it collects is so vital, JustAir needed to make sure that it was standing out to the residents, politicians, and changemakers within the areas their monitors currently serviced as well as the areas they hoped to one day reach.

Steel Croissant was there to help make their vision a reality with a strong brand and content to go with it.

JustAir needed a new logo with natural imagery that spoke to its mission. The colors blue, yellow, and green were therefore chosen as they represent water, earth, and wind. The organization aims to be a generational community partner, something that our designer wanted to show through the colors. JustAir believes everyone, no matter what neighborhood they are born in or move to, deserves access to clean air and information to make independent health decisions. In order to create this sense of openness and transparency, light and inviting colors were used in the logo.

JustAir knows one of the best ways to share their information is to make it, well, easily shareable. Whether that be through social media posts or physical prints, the JustAir team needed our help to design branded assets that made people want to read their engaging statistics and get them talking.

We designed assets like door hangers, pamphlets, and social media graphics JustAir can continue to circulate as they work to raise awareness of air quality issues. All assets include brand colors and original, eye-catching imagery .

JustAir wants to speak with the sponsors, changemakers, and partners that make up their community, rather than speaking at them. It was very important to the team that we maintain this casual, but well-informed, tone of voice.

In order to demonstrate JustAir’s commitment to making a difference locally, we decided to create local landing pages in the cities where JustAir’s monitors are placed. We were aware that this would have a positive impact on search results as it would improve rankings and visibility for local searches.

We also created content for their website that provided valuable, educational content visitors could leverage to start improving the air quality of their own communities. In providing helpful tips to the JustAir audience and sharing information about clean air, we have managed to naturally integrate keywords to ensure a boost in organic traffic and rankings on SERPs (search engine results pages). We have developed several long-form pieces of content that have shown amazing results!

Since we’ve worked with JustAir to update their assets and their website, the site has seen a 182% increase in organic traffic. The average engagement time on the site has increased by 19% and the event counts by 84%, meaning the site is attracting qualified traffic and the content is serving its audience.

The JustAir website has also seen a dramatic increase in keyword rankings, all of which are a direct result of the local SEO pages and long-form content that we consistently publish on the site.

Finally, as a result of our design and website development, JustAir now has 7 image packs attached to the website. Image packs on SERPs are rows of images that can appear when a user conducts a search on Google and are an indication of great design and a well-optimized website.

They now have a beautifully functional website, and unified branded assets to match. Their brand is positioned to do the great things they are setting out to do, and Steel Croissant has been a proud contributor to that journey.