we share clean air.
What was the challenge?
We Share Clean Air was born from a deeply personal mission. Founded by Debbie of The Shepherd Group, the business was driven by her lifelong experience with respiratory issues and a powerful belief that everyone deserves access to cleaner, healthier air. While the purpose was clear, the brand wasn’t. Operating under the name The Shepherd Group, there was a growing disconnect between the business’s identity and what it actually stood for.
The challenge was to reposition the business with a name, brand identity, and digital presence that clearly communicated its mission and made its offering immediately understandable. This needed to resonate with both commercial audiences and decision-makers responsible for workplace environments, while also conveying the seriousness of poor air quality and its impact on health and wellbeing.
Beyond clarity, the brand needed to build trust, educating audiences on an often overlooked issue, while demonstrating the effectiveness of their air purification solutions. The website had to work as both an educational platform and a conversion tool, supported by strong visual storytelling that could make an invisible problem feel tangible and urgent.
What did we do about it?
Mooch worked closely with Debbie to redefine the brand from the ground up, starting with the transition from The Shepherd Group to We Share Clean Air, a name that clearly articulates both the mission and the collective responsibility behind it. From there, we developed a new visual identity that feels clean, modern, and purposeful, aligning with the brand’s focus on health, wellbeing, and innovation.
We then designed and developed a new website that brings the brand to life, clearly communicating the benefits of clean air and showcasing the product offering in a simple, accessible way. The site was structured to guide users through both the problem and the solution, educating visitors on the risks of poor air quality while positioning We Share Clean Air as a trusted partner in improving indoor environments.
To support this, we created a suite of bespoke imagery designed to visualise the often invisible dangers of air pollution. These powerful visuals were crafted to highlight the contrast between safe and unsafe environments, helping businesses better understand the importance of investing in air purification systems.
Alongside the website, we produced a series of case study videos featuring real businesses using We Share Clean Air’s products. These films provided authentic proof points, building trust and credibility by demonstrating the real-world impact of improved air quality.
The result is a clear, confident, and purpose-led brand that not only communicates its mission effectively but also educates, engages, and converts, helping more people understand the importance of the air they breathe.
Website Design
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Branding
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Squarespace
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Website Design • Branding • Squarespace •
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