Logo & Branding
One of the first projects led after joining the Mysa marketing team in 2018 was a logo refresh. Brand direction was informed by a competitive analysis, and the logo and supporting brand assets were intentionally designed to stand apart from other technology brands while introducing a warmer, more approachable aesthetic suited to a B2C audience.
The red and blue colours were retained but strategically adjusted, with the addition of a gradient to expand the usable colour spectrum within the brand identity. This decision modernized the look while adding flexibility, energy, and friendliness. Refinement of the arrow balance and the selection of a new, carefully kerned typeface helped elevate the logo, giving it a more polished and professional finish.
Creative process for Mysa's logo evolution
One of Mysa’s software features is a smile that appears on power-up. During early brand development, the dot matrix smile was identified as a distinctive and emotionally engaging brand element. It was intentionally integrated throughout the brand to add warmth to an otherwise stark technology product. The smile became a favourite among both staff and customers, with frequent requests for merchandise featuring the dot matrix smile.
Brand Strategy: Amy Fisher, Roslyn Abbott. Design: Roslyn Abbott. Photography: Darrell Edwards. Copywriting: Jillian Thorne.
Brand Identity
Mysa’s main value propositions are:
- Save money by being more mindful of energy consumption and easily reduce energy costs.
- Convenience & comfort by always having access to set the temperature you want anytime from anywhere.
- Peace of mind by using remote control, monitoring, and automated features.
These value propositions were distilled into the following statement to define the brand’s core positioning:
Comfort without compromise
We believe that you shouldn’t have to sacrifice your sanity, the look of your home, the environment, or your financial well-being for the sake of physical comfort.
Brand Strategy: Amy Fisher, Roslyn Abbott. Design: Roslyn Abbott. Photography: Darrell Edwards. Copywriting: Jillian Thorne. Development: Chad Sharpe, Adam Paul.
Product Marketing
Mysa’s products are niche, and compatibility must be determined early in the purchasing journey, making clarity a critical part of the customer experience. A colour-coded and visual compatibility system was defined to complement technical product naming and help customers easily identify electric heating and cooling systems. Each product category was assigned a colour from the Mysa gradient—baseboard (red), in-floor (purple), and air conditioning (blue)—supported by custom product and compatibility icons.
This system was intentionally embedded across all consumer-facing brand materials, including paid social ads, landing pages, product detail pages, product information sheets, the compatibility checker, customer email flows, retail packaging, printed and digital manuals, in-app guidance for adding a new thermostat, setup materials, and guided videos.
Brand Strategy & Design: Roslyn Abbott. Packaging Design & Photography: Darrell Edwards. Copywriting: Jillian Thorne.
Guided Videos - Mysa Academy
Mysa Academy is a library of resources created for Mysa customers to guide them through every step of installation and setup for all Mysa products. The initiative was concepted and directed internally, with responsibility for storyboarding, scripting, graphic design, and motion design. Installation videos were produced in collaboration with agency partner MO:PR, while pairing videos were filmed and produced internally. The library spans all products—Baseboard, In-Floor, and Air Conditioners—and covers installation and pairing (iOS & Android) in both English and French.
Check out the Mysa Academy guided videos on Mysa's YouTube channel.
Brand Strategy: Roslyn Abbott. Design & Video: Darrell Edwards, AbdelRahman Shaalan, MO:PR. Script: Jillian Thorne. Copywriting: Brad Pretty.
Within one year of launch, Mysa Academy videos accumulated approximately 30,000 views. The program became a key internal support asset, frequently referenced by customer support and product teams for its clarity and ease of sharing. Customers consistently highlighted the videos as thorough, easy to follow, and effective in helping them complete installation without issues.
Customer Testimonials
The instructions and videos were great resources when it came to the install. I especially liked the visual confirmation (smiley face) indicating the install was successful.
The installation guide and videos are great. They even show you how to install wire nuts. I just installed it, so I can’t speak to long term use, but connecting it was a breeze.
Product Launch - Mysa Smart Thermostat LITE for Electric Baseboard Heaters
Mysa’s most recent product launch at the time was Mysa Smart Thermostat LITE, designed for electric baseboard heaters. Visual strategy and launch materials were aligned with the Mysa red palette to reinforce compatibility recognition, and a new “LITE” compatibility icon was created to differentiate the product from other baseboard offerings.
This launch required a deliberate positioning approach due to its lower price point and reduced functionality compared to previous products. The product was intentionally positioned as premium yet more accessible, addressing a long-standing pricing barrier for customers who often need to purchase one thermostat per baseboard heater. Design and messaging decisions focused on affordability and simplicity without compromising perceived quality.
Messaging emphasized the “LITE” name as a signal of minimalism, ease of use, and accessibility.
Brand Strategy: Roslyn Abbott. Design: Roslyn Abbott, Eoin Hickey, Darrell Edwards. Development: Chad Sharpe, Adam Paul. Photography: Darrell Edwards. Copywriting: Jillian Thorne.
Product Launch - Mysa Smart Thermostat for Air Conditioners
The launch of Mysa Smart Thermostat for Air Conditioners marked a major expansion of the product line and later extended into Europe and Australia, making it the company’s first internationally sold product. It was also the first Mysa product that did not require electrical installation, instead using a simplified setup process based on remote control codes to operate ductless mini-split heat pumps, window units, and portable air conditioners.
All launch materials were aligned with the Mysa blue palette to reinforce air conditioner compatibility recognition, supported by a new compatibility icon created for clear differentiation.
Messaging strategy centered on the idea of “keeping your cool,” positioning the product around peace of mind, comfort, and reduced stress—both in managing energy bills and maintaining control over home temperature settings.
Marketing Strategy: Amy Fisher. Brand Strategy: Roslyn Abbott. Design: Roslyn Abbott, Eoin Hickey, Darrell Edwards. Photography: Darrell Edwards. Copywriting: Jillian Thorne. Development: Chad Sharpe, Adam Paul.
Sales Campaign - Black Friday 2023
The Black Friday and Cyber Monday sale represents one of Mysa’s most important revenue periods. Campaign strategy, creative direction, and execution were led with a focus on standing out during a highly competitive advertising window. The website and product detail pages were reskinned with a distinct Black Friday visual theme, aligned with paid social and email campaigns to create a cohesive and immersive shopping experience.
Brand Strategy: Roslyn Abbott. Design: Roslyn Abbott, Eoin Hickey. Photography: Darrell Edwards. Copywriting: Jillian Thorne. Development: Chad Sharpe, Adam Paul.