Re-branded a leading company in HVAC category for UAE market
Brand Positioning + Identity + Communication Design + Website
In a nutshell
Central Ventilation Systems is a leading manufacturer of air movement and control equipment. With over a decade of experience in the HVAC industry, the company is well poised to play a larger role. The perceived value of the brand was far lower than the reality. With many prestigious projects under its belt, the brand was lesser known among its peers, creating a clear need to reposition it as a more relevant and reputed brand. As a branding agency in Mumbai, we helped redefine the brand to better reflect its capabilities, experience and standing within the industry.
What we did
Central Ventilation System is a mouthful, and we thought it was wiser to make the brand an acronym, CVS. Our research among various stakeholders and customers of the company revealed that CVS has been manufacturing high-quality equipment and is seen as a reliable supplier within the MEP contractors. However, there were gaps in the manner the brand was perceived in terms of understanding its potential, the complete product they manufactured and their overall ability.
Our efforts in rebranding as CVS were to create a smarter company with new-age technology capable of delivering high-quality products following best manufacturing practices. The brand positioning and its tagline ‘manufacturing excellence’ help drive this point. The brand identity and the overall brand personality bring alive the brand to life in a manner that is far more relevant and highly differentiated in a category. The communication design not only repositioned CVS but also repositioned the competition.
CVS identity is a reflection of the total commitment the company has towards achieving manufacturing excellence and the triangle is a representation of its completeness.
