IEC Labs

Susan Jones Brand & ReBrand, CONSTRUCTION & ENGINEERING, Content Strategy, Design & Creation, related-apex, related-sbs, Work


The setting up of an Indoor Environmental Consulting & Lab (IECL) business stemming from Restoration experience and knowledge from parent company NLR. Lex Moir (CEO of NLR) researched overseas businesses and saw an opportunity to develop a business on the back of their existing knowledge and experience, while utilising their Brisbane premises as a site to develop a lab and scientific team.


Create an online business: -

  • An educational site
  • Online booking and test result services
  • A site for the purchase of DIY and Air quality services and equipment
  • A site with access to (Agile Equipment Hire) equipment hire services to resolve indoor air issues

Thorough research was carried out on the services available in the Australian market. The IECL business would need to present as the expert in this field from day one, ensuring no conflict of interest with the existing parent company’s services. So, site content, educational material and a strong brand identity was vital to launch this brand and business.


We started with a distinctive logo and fresh air colour scheme, which suited the industry and reflected the credibility, trust and scientific expertise needed for a Laboratory business. The calming colours used appear in this sector as an established brand.

The brand direction ran across, website, instruction guides, product specifications, safety guides and laboratory templates and stationery.

The website content and page numbers were extensive, as was the product information and functionality. The structure of the site across its many services, along with the supply of all manuals, videos instructions and specification information, made this project quite complicated. But the end result appears light, simple and easy to follow, well worth the effort when offering customer education along with easily accessible air quality knowledge services.

Highly Recommended. Great attention to detail. Fantastic Quality and awesome communication. We do a mix of construction, cleaning and engineering work and needed marketing strategy, design and execution, Susan and team were able to deliver! Well done.

Lex Moir


New Brand – Logo creation

Content Strategy

Business stationery and templates

Website content, design and development

Design & creative of downloadable material (safety guides, product specs)



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