Crosslake Heating, Cooling, & Plumbing - Brand Identity

Role: Art Director & Lead Brand Designer

The Challenge
Reposition and modernize a legacy, family-owned business following a major acquisition by a large Home Service company, Bonfe. The existing visual identity was outdated, relied on legacy messaging ("sheet metal"), and failed to reflect the company's expanded modern service offerings.

The Strategy & Execution
- Post-Acquisition Architecture: Engineered a cohesive, scalable brand identity system designed to cleanly unify fragmented, multi-service customer touchpoints under a single modern umbrella.
- Operational Bran Standards: Developed comprehensive brand guidelines and turnkey assets, ensuring the new visual system remained easily recognizable and simple for internal teams to deploy across service fleets and collateral.
- Audience-Centric Direction: Constructed targeted customer personas to inform the creative direction, aligning the legacy brand's trusted reputation with a forward-looking, customer-facing experience.