changing the equation for vrf success
With growing demand for ductless HVAC systems, Lennox and Samsung formed a joint venture to deliver leading commercial VRF solutions across North America. One speedbump: despite widespread global adoption, Variable Refrigerant Flow technology is less familiar in the U.S. To build awareness and capture more of the significant growth potential, Lennox tapped us to craft a brand strategy and launch support for its new Lennox Powered by Samsung VRF product line.
Strategy
the challenge
Position a joint venture for success with a branded name, new positioning and support materials to launch the new product line within a refreshed Lennox Commercial brand.
our process
Conduct qualitative research and competitive audits, dig into customer perceptions, identify unmet needs and assess market opportunities to create a strong, differentiated position.
we delivered
A memorable and confident product brand informed by solid business strategy and with a clear, concise benefit story and backed by application-specific expertise in key commercial verticals.
naming
the x factor
With variable temperature control as the key product benefit, the new Varix name hits the mark. Simple, intuitive and on-brand, it combines the idea of variability with the letter X — both a mathematical variable and a nod to the Lennox brand.
Having a trusted partner by your side is even more critical when considering new-to-you solutions. Key messaging kept the Lennox direct service model front and center for added customer confidence.
vrf 101
With many still new to VRF technology, education was key. We broke it down into simple visuals that make it easy to understand how VRF works so pros can see the true potential.
Precision Solutions For Complex Environments
Every industry has different HVAC challenges. We made the business case for variable refrigerant technologies with benefit-driven stories specific to the needs of key commercial verticals.
branding
leader of the (hvac) pack
The Varix product launch coincided with the debut of a newly-refreshed Lennox Commercial brand. The updated approach won rave reviews at industry events for its vibrant palette, clean graphics and clear, powerful storytelling.
Check out our brand redesign case study for Lennox Commercial
building customer confidence
A dedicated landing page, targeted training and electronic sales tools provide the information HVAC pros need to move from curious to confident.
multiply the benefits
Animated graphics attract attention and deliver a simple compelling message with powerful benefits, driving customer engagement, deeper understanding and increased adoption.
ready to be uncomfortable?
If you're ready to push beyond the status quo, we're ready to get to work.