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.

Market Reality

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.

Market Opportunity

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.

Invention Strategy

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.

THE EXPERIENCE

Creative

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.

Technology

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.

Communications

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.

Creative

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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