crank it up: HVAC brand update

When it comes to brand recognition, Lennox enjoys a respected 130-year history, but its Commercial business wasn’t as well-known as its Residential counterpart. When a strategic business shift highlighted the need to refresh the Lennox Commercial brand, we developed a framework that stays true to the brand’s corporate roots while strengthening their competitive position in national accounts, emergency replacement, VRF and plan-and-spec.


grid of red dots with dots expanding into an arrow from lower left to upper right
image with message, The Power of Direct Answers, Solutions, Access.

Strategy

the challenge

Create a memorable identity and ownable positioning for the Lennox Commercial HVAC business unit while respecting the existing corporate brand guidelines.

our process

Talk to customers and assess the commercial HVAC landscape to separate key strengths from table stakes. Sift out the noise to reveal a clear vision and voice.

we delivered

A dynamic new look with a sharp, benefit-driven story that extends the brand into markets to drive growth in key areas while reinforcing the larger Lennox brand.

Lennox installer working on an HVAC unit

positioning

image with message, The Power of Direct
Image with message, Deliver commercial HVAC solutions at your scale, with the power of direct access and the steadfast partnership of Lennox.
grid of red dots with dots expanding into an arrow from lower left to upper right
Lencom brand pillar, Commercial solutions at your scale
grid of red dots with red dots expanding from the center out
Lencom brand pillar, The Speed of Direct Access
grid of red dots with dots expanding from the outside edge inward
Lencom brand pillar, With You Every Step of the Way.

brand video

making a splash

We launched the refreshed brand with a high-octane video featuring dynamic new visuals and positioning.

look & feel

Lennox Commercial Solutions logo look and feel

familiar but distinctive

To create a more dynamic feel, we built on the existing Lennox brand with a set of commercial-exclusive visual elements including complementary accent colors, a secondary font, background gradients, iconography and signature animations.

image showing the brands primary typeface, display typeface and brand colors

signature move

A major character in our story is basically invisible. We introduced an animated dot pattern to represent the motion of air, bringing added depth and a signature look to the brand’s visual identity.

Lennox signature movement, many dots flowing like air
Lencom brand guideline pages laying in a 3 by 4 grid

vital stats

Before, several impressive capabilities were buried in body copy. Now, key benefits are clear with concise headlines, quick stats and clean design.

man outside with Lennox hat and sweatshirt
image with message, Emergency Replacement Ready, when equipment goes down, minutes matter.

Everything looked great, and there was a bunch of positive feedback (unsolicited) from customers and the sales team. The team was so excited to get it out in the world. I appreciate your partnership so much. The mindset of your team is aligned with ours: results matter, not intentions. Can't wait to measure and share the impact!

Director, Marketing & Product

More Good Stuff

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