There are a lot of HVAC companies in the world. The category is saturated. The Sedgwick family owned one too. But, after being bought, and ruined, by a huge HVAC manufacturer, the two brothers wanted to build a new family-operated company they could be proud of.
While they created a company that stood for more than just its products, we created a brand that was obviously different. That way, when they say the service is not like others, it’s believable. It’s working because they have become the top Bryant dealer in Minnesota.
HVAC companies tend to berate consumers with deals and count on winning with price. This turns the products into a commodity with service being the only opportunity to separate.
When competitors are leading with price-bursts and sale violators, there is a perfect opportunity to be the brand that speaks and treats you like a friend. A really good friend that also gives you a deal.
The identity needed to be simple and bold so it stood out on work vehicles that were essentially moving billboards.
The simplicity communicates a more professional company and the use of lower case has a friendlier feel.
All caps was used for the descriptor for better readability at small sizes.
In an industry that is largely shopped online, this site had to work hard to capture price shoppers while creating a clear separation as a different kind of HVAC company. This was key for success.
Illustration became an important tool in giving personality to the company. Even the owners were turned into disarming caricatures.
A large part of the marketing plan for a service industry is direct mail. We alternate between straight forward letters written by Wade, the owner, and more whimsical mailers that can be folded into a party hat .
Some customers were actually wearing the party hat when Pronto got to their home. That makes a sale waaaay easier.
Pronto’s service vans are essentially great big moving billboards and we wanted to be sure no one misses them. As the fleet grows, so does the awareness.
The vans have been one of the most recognized marketing tools we have done. We hear people say “hey, I saw a Pronto van” at least once a month.