Xeros
Domestic washing machines use about 20 billion cubic metres of water every year. That’s 8000 Olympic swimming pools, down the drain. Xeros is a UK-based innovation lab specialising in resource conservation. Their benchmark products: interventions to make domestic and industrial clothes washing less water intensive and less polluting.
Humanising the brand
On its own, a washing machine attachment is inherently unsexy. To really come to life, the product needs to be part of a wider narrative that anyone can understand. I was invited by Made Thought to devise a tone of voice that diffuses complex tech talk with emotion. The resulting guidelines untangle how Xeros can talk about who they are and the work they do in a way that resonates beyond the science and innovation category.
The ToV in action: Xeros’s About Us