Case Study
hvac-r experts building their Empire
Who are Criticool Services?
Criticool Services is a premier, Sydney-based HVAC-R provider, specialising in commercial and industrial heating, ventilation, air conditioning, and refrigeration solutions. Recognised for their technical expertise and client-focused service, Criticool partnered with JRoc Digital to redefine their brand identity and enhance digital engagement. This collaboration led to a bold rebranding and digital transformation, positioning Criticool as a trusted leader in the industry.
The Challenge
Criticool Services wanted to strengthen its position as a trusted leader in commercial and industrial HVAC-R, but its brand was no longer aligned with this goal. The existing branding didn’t communicate the authority or reliability needed to stand out in a competitive industry. They needed a complete overhaul to achieve:
- A commanding presence that reflects expertise and authority
- A unified brand identity for easy recognition
- A boost in engagement and inquiries to drive business growth
What We Did
To reposition Criticool Services as an industry authority, we executed a comprehensive rebranding strategy:
- Designed a new logo and branding guidelines to ensure a cohesive, professional look
- Built a sleek, user-friendly website optimized for both search engines and user experience
- Refreshed all social media platforms to highlight Criticool’s expertise and accessibility
- Coordinated commercial photography, vehicle wraps, uniforms, and promotional products for a polished, consistent brand image
The Result
Our rebranding efforts transformed Criticool Services into a recognizable and respected industry leader. Key outcomes included:
- 10x increase in website traffic (75% direct), highlighting Criticool’s improved visibility
- 300% rise in Google Profile interactions, bringing the business to the forefront of local searches
- 5x growth in lead calls and 218 additional in-person bookings per month, fueling sustained business growth