About Their Business

HAR have been providing air conditioning and refrigeration services for over 50 years throughout England.

The Creative Challenge

HAR recognised their need for a brand refresh as part of their wider marketing efforts. With little to no documentation prior, having something to refer to in the future was vital for consistency. They wanted their experience and professionalism to be evident across all touchpoints, allowing them to reposition slightly further down the line.

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The Creative Process


Before designing anything, we got to know HAR and their competition. This allowed us to maintain their existing brand equity and present several concepts to begin with.


We tested the visual identity in over 50 applications to ensure it would be practical in reality. Along the way, we constantly referenced the customer personas we created earlier in the process. With full brand guidelines for HAR and every logo format they’ll ever need, they now have the foundations in place to reposition later down the line and to make the most of their marketing efforts.

Going forward

You can expect a new website from HAR, with their updated branding included and a clearer picture of what they do.

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