Cadet, a manufacturer of electric heaters, was an industry leader for contractors and builders. The company was proud of their durable, quality products but they wanted to reach a broader customer segment by appealing to consumers.

My team started by working with the Cadet team to re-explore their brand. What energizes their work? Why do their passions matter to customers? What do customers care about most? The result: a warmer, friendlier brand personality with a focus on energy efficiency. From there, it was all about bringing the brand to life. New logos and taglines, new voice and tone guidelines, redesigned product packaging and a restyled website gave Cadet a strong, comfortable presence with which consumers could connect.

What happened next?

Cadet’s rebranding invigorated the company.

Employees found their focus and definition through the work:

“Faces lit up. … With each reveal, we saw smiling faces, nodding heads and heard comments like ‘Oh yeah, this is us’ and ‘Now I see why we needed this.’ What proved our success was when our most seasoned veterans applauded our new brand and our efforts of capturing the true essence of Cadet today. Our new brand simply states, ‘This is who we are.’ We are a group of people that truly build the products we’d want to keep our own families warm and comfortable.”

Project role:

Logo design / Brand guidelines / Package design