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A complete brand refresh and continued brand support

AMi is a home services company based in the Twin Cities Metro. Our team is working with them (for a second time now) to refresh and evolve their brand according to their needs as well to carry out a strategic marketing plan over the course of around five years.

The Problem

AMi’s original logo (1985 seen below) had been in use since the company’s inception – with the logo primarily representing their heating and cooling services even though the set of services offered had expanded over the years. For some viewers, the ‘Air Mechanical’ name and logo invoked the feel of an airline, rather than a home services company. Prior to the formation of >Greater Thought, members of our team redesigned the brand and created the master plan that involved revisiting the “next step” within the next five years. The plan called for first moving to the new look, and then downplaying the Air Mechanical name after consumers became familiar with AMi.

Brand Evolution

The brand’s evolution was strategically planned to first introduce and familiarize the shorthand “AMi” for Air Mechanical with the public, with the goal of eventually allowing “AMi” to stand alone.

The new brand was built around the idea of using colors to represent the different service areas and developing simple icons inspired by the smart tech devices of the time, and mobile apps for style. It showed Air Mechanical underneath the main symbol, to create an association between the abbreviation and the brand name. The second refresh in 2024 optimizes the brand slightly, and most notably replaces ‘Air Mechanical with Home Services’ – to now read as AMi Home Services, an Air Mechanical Company.

Brand Identity

A variety of logos in different configurations were created to suit many applications, as well as for each of the industry focuses offered by AMi. These areas of focus –  home, commercial, and constructions, are represented by a color and icon as well.

Program shields were created to put a visual to the variety of programs, plans, and memberships offered by AMi for their services.

Each service line offered by AMi is also represented by an individual icon and color. These icons, colors, and other styling guidelines come together to build a full set of brand elements that we consider akin to wayfinding systems you might find in display marketing and architecture. Think airports, hospitals and schools. Icons and colors are used in combination to allow for easy understanding of the services provided, supporting different levels of comprehension and easy skimming.

The Website

The website portion of the project focused on reducing redundancies in key category pages, improving wayfinding, providing clearer calls to actions, applying brand elements, and enhancing the overall user experience of the site.

For example, the service icons and colors were applied to their respective service pages for wayfinding and brand recognition purposes. The addition of a simpler nav and the “Ways-to-Save” section help organize information based on user needs.

As a fast-growing brand, AMi has a number of emerging services — like water treatment and solar. These services are now able to be showcased to raise awareness as well as to reduce the number of clicks to reach what a visitor is searching. The ‘Ways-to-Save’ section brings together access coupons, offers, payment plan, rebates, financing, and membership information all in one easy-to-understand location.

We invite you to visit ThinkAMi.com, to see for yourself how the entire brand continues to evolve.