Client: Cox Engineering
What we did: Positioning, message strategy, logo, identity, environmental
Unifying a Brand, Uniting a Company
A leading manufacturer and provider of HVAC systems, Cox Engineering also had a sub-brand for its installation and maintenance division, known as Cox Engineering Service Company, or CESCO. Over time, this unfortunately led to confusion in the marketplace and a fragmented, diluted brand.
We recommended merging the two brands into one, preserving the equity of the Cox Engineering brand, while also serving the objectives of the installation and maintenance division. We developed positioning relevant to all entities—a higher level of service, expertise that goes further, and superior product performance—and captured it all in the tagline, “Above. Beyond. Within.” We then evolved the Cox Engineering logo to reflect this new positioning.
The unified brand was implemented across all channels, uniting the entire company around an inspiring message and exciting new look and feel. And instead of two separately branded vehicles, Cox Engineering wound up with one fleet that expanded their brand awareness, without having to reinvent the wheel.