Building the Brand of a Market Challenger
PennAir’s service-based approach has always been its differentiator, but PennAir needed a brand presence that communicated the company's essence. PennAir’s history is rich, but its brand felt fragmented due to ongoing growth. Merit used competitive research and employee experience to truly understand what differentiated PennAir in its market. This provided PennAir with a brand that accurately represents it as a market challenger.
PennAir’s customers have complex needs that require more than an off-the-shelf solution. They require a partner that can act as a part of their team and provide an unmatched level of service.
Talking with anyone from PennAir, it’s easy to see why customers choose to work with the company. Merit helped PennAir hone in on the traits that define its customer experience and communicate this experience through a unified identity and powerful brand expressions.
Merit recognized that PennAir’s ability to think ahead, ask meaningful questions, and consistently exceed what is expected truly separates the company from the “me too” brands that crowd its market. By creating a brand story founded in these attributes and an identity that speaks to the innovation and purpose behind its business, PennAir has carved out a clear space for itself that the competition can’t touch.
A Forward-Looking Identity
To help PennAir prepare for a highly-anticipated move into a new, customized space, Merit developed a brand that re-energized PennAir’s business and is representative of its contemporary range of capabilities.
Enhancing User Experience
Merit designed and developed a website that provides users an intuitive experience, clearly communicating PennAir’s approach and capabilities. The site was designed with continued growth in mind, allowing new content to easily be added and enhanced.
Experience Starts with Employees
An undeniable part of a brand exploration and revision is the employee factor. Merit engaged PennAir’s employees throughout the process to ensure they were provided with the tools and expressions needed to support them.
Capturing the Spirit of a Brand
Merit produced a brand video and photography that captures the spirit of family, innovation, and service that are all at the heart of the company.
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Senior Video Associate
VP, Research & Strategy
Director of Brand Strategy
Senior Program Manager
Senior Associate Tech Producer
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