Cutting-Edge
Comfort.
A rebrand that opened a second line of business and added roughly three hundred maintenance agreements.
- Client
- Advanced HVAC & Plumbing
- Location
- Morgantown, West Virginia
- Scope
- Brand identity and application
- Tagline
- Cutting-Edge Comfort
Results
- Membership growth
+75%
Membership growth
Within months of launch.
- New business, first year
$700K+
New business, first year
From a residential plumbing line that did not exist before the rebrand.
- Annual maintenance agreements
400 → 700+
Annual maintenance agreements
The number the whole business model rests on.
The brief
Modernize
the brand.
Salinas Marketing partnered with Advanced HVAC & Plumbing to modernize the brand, strengthen its position as Morgantown’s residential HVAC leader, and give the company a clear image and message of excellence — one capable of supporting continued growth.
Where they stood
A reputation
the brand
had outgrown.
More than twenty years serving North Central West Virginia. The latest heating and cooling technology, and a standard of customer care rooted in hospitality. The reputation was already there.
The identity was not. An outdated look and inconsistent marketing no longer reflected the forward-thinking culture inside the company — and the rebrand had more than appearances to carry. It had to lay a foundation for attracting talent, for expanding into residential plumbing, and for pulling the whole operation behind a single vision.
The mark
Heating,
cooling,
airflow.
The new symbol stands for the three things the business actually sells: heating, cooling and airflow. Its forms ascend — a direct reference to the new tagline, Cutting-Edge Comfort.
What replaced the flame is brighter and bolder, and reads as a more modern corporate presence — without sanding off the innovative spirit that made the company worth rebranding in the first place.
On the road
The fleet and the roadside are where a home-services brand is actually seen. They were the first things to change.
The campaign
One promise, said the same way everywhere: a fixed price, whatever the hour. The line the phone actually rings on.
In print
The membership programme is the business model. It got the clearest paper in the system.
On screen, and on the team
The site carries the same promise as the billboard. So does everything the crew wears and hands over.
What happened
A second
business,
inside a year.
On the back of the rebrand, Advanced entered residential service plumbing — a line of business that returned more than $700,000 in its first year.
Annual maintenance agreements went from roughly 400 to more than 700. Membership growth cleared 75% within months of launch.
The work behind it
What we
did here.
Three of our core services are on this page in one form or another. The identity and the programme around it are digital marketing; the site on the laptop above is website design and development; and the campaign line, the brochure and the banner headlines are content writing.
The rest of the work on this site is at the portfolio, and everything else we do is indexed on the services page.
Your brand, next.
Tell us what you do and where you do it. You will get a straight answer about whether we are the right people for it — and what we would change first.