Blazer Service Challenge Blazer Service, a regional heating and cooling company based in Midlothian, Virginia, was built on upgrading systems in established communities that were looking to replace outdated heating and cooling systems. The company focused primarily on high-end, historic home neighborhoods. In this market, Blazer's business grew through referrals. Thomas Wright was contacted when a large regional homebuilder contracted Blazer to provide high-end HVAC systems and add-ons to new homes. Blazer's owner felt that his company's homemade logo and communications materials would be unacceptable to this new market. The challenge was to develop a new company brand that work in the new home market, but would also appeal to the older remodeling market. Approach To determine the brand position, Thomas Wright looked at both internal and external factors. We determined Blazer's key discriminators, which were based on their reputation for dependability, quality and integrity in an industry known for quite the opposite. We noticed that Blazer was one of the only local companies that focused solely on the home market. Our competitive analysis also revealed that customization was a discriminator for Blazer. With this is in mind, we first developed a brand identity that would communicate these key discriminators and position the company in all markets served. Strategy Thomas Wright first determined a brand positioning statement and theme (Bringing Comfort Home). The new graphic logo worked with this theme to communicate airflow and movement. Given the importance of signage in this market, we used red as the primary color, which would stand out on lawn signs, door hangers, and the owner's white vans. In fact, the company owner realized that opportunities had been missed as his white panel vans were parked in neighbors throughout the area as his staff worked on installs. Deliverables •   New brand identity with positioning theme •   Design for vehicle graphics •   Leave-behind brochure for new home upgrades, service contract and add-on products. •   Adaptation of brochure into sales kit for older home upgrades, including product inserts. Results Blazer continues to grow, even as new home sales slow. Since the company owner didn't abandon the market that served him well, and, in fact, expanded on that market, Blazer continues to capture more new home and existing home HVAC sales. Recommended strategies, such as promoting add-on products including air purifiers, continue to help with sales in an allergy prone market.