Heat Exchanger Experts
Building a brand vision centered on field expertise
BACKGROUND
Heat Exchanger Experts is a nationally recognized HVAC certification program known for their unique hands-on approach to learning. After 30 years of massive growth and success, they needed a new brand and web strategy that would reflect their reputation as the leading experts in furnace technical education.
PROBLEM SPACE
I worked closely with the Executive Manager and Head Instructors to uncover key issues impacting the brand space. I discovered a lack of consistency, scalability, and readability across both the print and digital product landscape. This greatly impacted internal operations as well as hindered business growth and innovation.
MY ROLE
I served as Lead Product and Brand Designer providing comprehensive visual brand strategy, UX / UI design, logo design, and print design. I revitalized core print and digital products, clarified brand vision, streamlined booking conversions, and delivered responsive print and digital solutions resulting in business scalability and customer growth.
TIMELINE
6 months, on going contract
TOOLS
Paper, Pencil, Figma, Adobe Illustrator, Photoshop, and InDesign
Research and Discovery
STAKEHOLDER INTERVIEWS, INDUSTRY ANALYSIS
I spoke with lead instructors Russel and Christopher Prach to gain insight into the core values of Heat Exchanger Experts. I performed additional research through a competitive SWOT analysis to establish the core brand direction and vision.
Heat Exchanger Experts needs a brand identity that reflects their legacy as a nationally recognized leader in HVAC training. They offer a unique, hands-on approach to learning through field-tested knowledge from leading HVAC experts.
Competitive Analysis
Adopting a New Logo
VISUAL ANALYSIS
My next step in the branding process was to understand my client's current logo usage. I gathered visual representations of the logo across the product line to reiterate the need for design consistency and vectorization. The logo was being rebuilt over and over utilizing different fonts, shapes, and colors leading to cumbersome marketing efforts as well as an overall lack of brand identity.
SKETCHING + DIGITAL REFINEMENT
I blended elements from mechanical furnaces with monogram shapes through sketches to hit just the right mark centered on name recognition and industrial excellence. I vectorized and presented two new concepts as well as a digital refinement of the original logo concept to my clients. It was requested to have both a brand new logo option as well as the refined original logo design.
Sketches
Refined Logo Concepts
Expanding Brand Assets
SEAL LOGO DESIGN + MOOD BOARD
I partnered with the Operations Manager to craft a Seal of Certification logo design that would speak to the exceptionality of both the training program as well as the graduates. I utilized multiple rounds of feedback to create a vectorized seal of certification that strikes a balance between industrial, celebratory, and academic elements.
I wrapped up key brand components into a refined mood board to present to stakeholders to facilitate a cohesive design direction.
Official Seal of Certification
Refined Mood Board
Fostering Brand Awareness
PRINT DESIGN ASSETS / BRAND GUIDELINES
After defining a clear brand message and visual strategy, I utilized Adobe InDesign, to craft three visually cohesive print assets: A tri-fold brochure, detailed course schedule, and 1 page business flier. I refined each asset to maximize brand awareness, foster trust, and drive course enrollment.
Tri-fold Brochure
1 Page Company Flyer
Seminar Outline
BRAND GUIDE
I captured all design elements into a comprehensive brand guide detailing company mission, values, vision, target audience, typography, color schemes, and logo usage. I presented guidelines and provided design education to stakeholders.
Next Steps
WEBSITE UX / UI DESIGN COMING SOON
I am in the process of expanding and integrating brand strategy into the core website for Heat Exchangers Experts. I am currently performing usability testing and website evaluation to integrate brand messaging, clarify information architecture, drive course sales, and provide a frictionless customer centered experience.