As of this summer, I have had the pleasure of working with EB&L Marketing, located in Skaneateles, NY. EB&L are masters at HVAC marketing and work with HVAC companies all over the country to direct their marketing with a wide range of tools. As a freelancer, I now have the opportunity to take my creative knowledge and advertising experience to reach their clients goals with each project. My first two projects I tackled were the rebranding of the brand identities of South Hills Electric, of Pittsburgh, PA, and Parker Services, of Tallahassee, FL. This also included a secondary logo for their service programs and subsequent advertising pieces.
Companies sometimes take the step to rebrand when they need to reposition the business in a new market, have a new philosophy or mission, or go under new ownership with a new vision. When the current brand identity or logo does not reflect these changes, then rebranding is completely necessary. South Hills Electric and Parker Services took this step because some of these reasons. My role was to communicate these changes with a partial rebuild of the brand identity and develop brand guidelines to direct the use of the new logo. The process includes the reevaluation of the color palette, typefaces, shapes and imagery associated with the existing logo design. Ultimately, my final designs reflect each company’s vision and mission going forward in 2019.
South Hills Electic Rebranding Goals:
- Enhance and refresh the logo without taking a radical departure.
- Give equal weight to Electric, Heating and Cooling.
- Give more focus to South Hills.
- The new tagline needs to communicate their wide service area, and the fact that they will cross bridges to serve their expanded customer base.
Parker Services Rebranding Goals:
- Family owned business. Father is passing the torch to his son and would like to make the transition with a new look.
- Redesign graphic to be less hurricane/storm-like.
- They want their logo to remain recognizable but stand out more to their residential customers. Need to appeal to residential customers so they can expand this portion of their business vs. commercial. Target new residential customers that are aged 45-60, with an income over 90k, and in both Tallahassee as well as over the state line into Georgia.
Check out the designs below!
