Brand Challenge
Home Services Holding Group owns several HVAC, Plumbing and Electrical providers across the Puget Sound area. Widely recognized as individual brands throughout the region, they wanted to increase brand recognition and awareness through a unifying story and brand identity to demonstrate their expansive reach and breadth of offerings so as to better serve their customers and support new acquisitions.
Brand Solution
Extensive interviews with customers and company employees were conducted, which revealed shared values and a common theme of comfort among the companies. Brand Zoo recommended unifying the companies through a new brand name that would be memorable, differentiated and communicate the value they offer consumers: greater comfort for their homes and a consistently comfortable experience. The new name, Home Comfort Alliance, captures this value proposition and the unique alliance of professionals with common values delivering on this promise of comfort.
The brand strategy perpetuates the strong reputations of the individual companies, but unifies them under a common visual identity combining a home icon integrated with the initials HCA and a distinctive red-on-black color scheme. The new visual identity is integral to marketing and to the customer experience, and has been extended to a new website, social media, truck signage and team uniforms.
Brand deliverables included:
- Development of new name
- Brand positioning idea
- Messages and brand narrative
- Brand identity
- Brand visual system
- Website templates
- PowerPoint template
- Uniform templates
- Signage templates
- Social media templates
- Livery system for trucks
- Stationary system
- Brand guidelines
“By interviewing our employees and customers, Brand Zoo identified insights into the value we provide in helping our customers feel comfortable in their homes, businesses and through their entire experience with our team. That insight led to the new name and visual design which communicates our promise of comfort.” – Ryan Rastetter, President