Air Mechanical is one of the leading HVAC companies in the Minneapolis-St. Paul area. SOULO has worked with them for over a decade. Air Mechanical has had the same brand identity since its founding in 1985. While their brand presence has been effective in helping the company succeed, the leadership at Air Mechanical believed there was an opportunity to freshen its identity to better represent the full range of their services. The reimagined brand needed to resonate with the existing customer base as well as a new audience of Millennials.
Air Mechanical’s brand promises, such as high-quality service, reliability, trustworthiness, and a no-nonsense/get-it-done company culture had to be elevated. We also wanted to understand the key visual equities of the brand, and ensure it was communicated to customers. The new identity was to be utilized across a wide range of channels, including vehicle wraps, invoices and other printed materials, promotional materials, and an industry-leading advertising campaign. We knew we had to get it right.
We considered the visual brand equities the most important components of creating a new identity. We started with creating a master brand that would embrace all of Air Mechanical’s key service areas but maintain enough flexibility for new initiatives. It was important to show how the logo and brand identity could evolve into fresh new territories, while also retaining the key visual equities that drive brand recognition and affinity.
Using SOULO’s Logo Brand ID Design Process and Innovation Spectrum, we asked Air Mechanical to help determine how “close-in” or “far out” the design exploratory process should be. Throughout the project, it was determined the brand was in the future while also anchored in the past. The brand rested at an “8” on the Innovation Spectrum.
The key positioning: Air Mechanical is taking care of your home mechanical needs, so you have time for your family.
Beyond creating a master brand, AMI needed a system that showed their service areas and could be conveyed clearly and contextually. We created a simple, easy-to-understand system that identified the service areas with meaningful and relevant icons and colors, consistent with the overall brand identity. The colors tied directly back to the logo and each service area would have a mini-toolbox of assets that could be used in any instance where the brand was used.
Creating a new brand identity requires an integrated multi-channel advertising campaign to build rapid awareness of the new identity. Individual service areas convey the key benefits and reasons-to-believe for consumers. The campaign also provides educational content to promote Air Mechanical’s expertise. SOULO’s process included:
A strong brand identity relaunch campaign helped elevate the brand, both with current and potential customers. It also broadened AMI’s appeal by referencing all of their services, including air conditioning and heating systems, smart home installation, plumbing, and electrical.
Throughout the brand relaunch, AMI experienced strong demand. The right-place, right-time rollout kept Air Mechanical front-and-center, re-introducing their look to existing customers and expanding their appeal to new customers. Having an updated look that matches their quality work and vision for the future, AMI’s phone continues to ring off the hook.
We are proud to have played a part.