The challenge for the team here at Room To Breathe was has always been in crystallising, amplifying and ultimately, simplifying what we do.

This is why we endeavoured to look at our messaging along with the team at Only The Brave in order to understand the core of the business and capture the essence of what our service offerings are. At the OTB Working Sessions and by utilising their proven brand development framework, together we were able to clarify and distil the Room to Breathe positioning.

Shifting the focus away from science, products and process to the service and the people.



Together we developed a clear proposition for the brand that not only simplified but also humanised our offerings:

“The safe environment guys” because,

‘Everything we do, every technology developed, exists to keep people safe. Whatever place they are in’.

The safe environment guys importantly positions Room To Breathe with safety at its core. We felt that by deliberately moving away from trying to compete with everything ‘health’ or health-related was deliberate, due to the enormity and complexity that encompasses. Keeping clarity, trust and warmth front of mind, it also recognising that this service is managed and delivered by people with expertise, guaranteeing the highest standards.

Using this new positioning we worked together creating a tone of voice and a new brand look and feel for the business.

“The Good Guys”

As a result a new and more dynamic, open and friendly language was adopted – pitching the safe environment guys as the ‘good guys’ against ‘the bad guys’, namely, all the viruses, bacteria and germs that Room to Breathe eradicate from indoor environments.

The final and most important phase was to focus on the business’ main communication platform, our shiny new website.

Only The Brave provided a full audit and developed a new wireframe, working with our team here at Room to Breathe building out the content and introducing new messaging that brings to life the work created for the core brand.

Our Founder, Gordon Bruce, said of the new positioning:

'It has been quite a struggle over the last few years, with so much mixed messaging and also communicating the Science of what our Biosecurity Systems really do.

In working with the team at Only The Brave they understood quickly our frustrations and got to work refining exactly what we do and the best way to deliver our messaging.

In the end it really was as simple as highlighting that we are indeed "The Good Guys" removing  up to "99.9% of The Bad Guys".

It has been a pleasure working with every single one of the Only The Brave team and we cannot thank them enough.'