The “swooshes” used in the brand identity represent the movement of air and signify flexibility and the unique selling proposition of individual project successes.
The family of websites consists of a corporate site and individual location sites built using a CMS in order to allow easily updatable content.
The new brand and corporate website successfully reflect the company’s core capabilities to its diverse commercial customers.
Enhanced usability and site structure allow customers to easily find details from an extensive database of projects, products and partners.
Location-specific websites showcase each location’s projects while adequately reflecting the company’s core capabilities to its diverse commercial customers.
Based on research and core messaging and positioning by Ward Creative Communications, Savage developed the tagline, Delivering Real Success.
The tagline and flexible messaging system were created to communicate how HTS delivers real success in specific areas or to specific audiences.
In line with a flexible brand, logo elements extend into a “supergraphic” that adds life and movement to the HTS brand on deliverables, including PowerPoint templates.
HTS
Branding Initiative
HTS gains credibility and a better foothold in the market with a fresh brand and highly supportive website for sales and marketing
Challenge
A major HVAC distribution company in North America, HTS expanded into Texas and enjoyed significant growth. However, its branding projected an inaccurate perception of a “mom and pop” operation and inadequately reflected the company’s core capabilities to its diverse commercial customers. HTS Texas wished to build brand equity and awareness, position the company as a major player and expand its market share.
Solution
Savage and Ward Communications teamed with HTS Texas to help it gain insight on its value proposition, competition and positioning opportunities. We created our rebranding strategy around the tagline, Delivering Real Success, focusing on the unique selling proposition of “individual success” beyond “project success.” This flexible messaging system communicates how HTS delivers real success in specific areas or to specific audiences. And we crafted an identity that reinforced the messaging and fit the company culture. To cap the rebranding effort and in keeping with HTS’s desire to launch the brand “from the inside out,” it created a formal launch event with a “reveal” of the brand and the new website designed by Savage.
Campaign deliverables
- Brand identity and tagline messaging
- Core brand communication materials, including stationery and templates
- Marketing and sales support websites for all office locations
- Brand standards reference guide, including messaging platform and corporate identity guidelines
