A Cool New Identity Turns Up The Heat On The Competition

Bernard Mechanical’s Sister Company Partners with KURTZ to Develop a New Brand Identity

Bernard Mechanical Inc. is a family owned and operated heating, ventilation, air-conditioning, and refrigeration company that has serviced businesses in northeast Ohio since 1991.

With over 30 years of trusted service, Bernard Mechanical is proud to serve clients such as Walmart and McDonald’s, and their reputation ranks among the best in their region.

Conveying A Commercial Reputation To A Residential Market

When the president of Bernard Mechanical Inc., Eric J. Bernard, decided to launch a sister company for residential heating and cooling, he needed help reaching his new target client.

The challenge was communicating Bernard Mechanical’s hard-earned commercial reputation to the residential market.

I could tell these were the people I wanted to help us.

Eric Bernard, Owner Bernard Mechanical Inc.

Eric wasn’t sure where to begin and admitted the endeavor seemed overwhelming. With a referral from a business partner, Eric brought his ideas to KURTZ.

“Right away,” said Eric, “I could tell these were the people I wanted to help us.”

Over discovery calls and conversations, we listened to Eric and his team. They knew the customer they were after and the image they wanted to portray. They didn’t want the bargain-based, cartoonish image common in the residential heating-and-cooling market.

Instead, Bernard Heating and Cooling would mirror their commercial predecessor with a modern, high-end, service-based approach. For the homeowner who wants the best, there is Bernard Heating and Cooling.

Standing Apart From Competitors

Our goal was to help Bernard Heating and Cooling stand apart from other companies with predictable red-and-blue logos, while remaining recognizable as a heating-and-cooling company.

Our philosophy is simple: good design is good business. We know that smart visual communication connects our clients to their customers. To bring Eric’s ideas to life, we created Bernard Heating and Cooling’s brand identity—how the world would see them.

From an initial concept, we worked to design a comprehensive identity system, consisting of:

  • A new logo
  • A roadside sign
  • Business cards
  • Social media icons
  • Van-wrap Graphics
  • Graphics for a website header
  • Professional letterhead and envelopes

Consistency is key for high-quality branding. From visiting the website to watching the van pull into your driveway, each touchpoint should communicate the same message.

That kind of coherence transforms small businesses into big brands.

A successful brand launch

After integrating Eric’s feedback throughout the process, we presented our branding options. Bernard Heating and Cooling chose the design that they felt best communicated their vision.

With a comprehensive brand identity geared toward their target customers, Bernard Heating and Cooling launched on time. They are now serving their ideal clients and reflecting a brand image that matches the quality of their work.

I thoroughly enjoyed the entire process and would happily recommend KURTZ to anyone.

Eric Bernard, Owner Bernard Mechanical Inc.

After the launch, Eric told us, “I have received a ton of positive feedback from employees, family, friends, and customers who seem just as excited about our new look as I am.”

“Not only am I satisfied by the end result,” he said, “I thoroughly enjoyed the entire process and would happily recommend [KURTZ] to anyone in need of their services.”

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