The Client

Criticool Services is a dedicated HVAC-R company committed to providing premium commercial heating, ventilation, air conditioning, and refrigeration solutions.

With a strong focus on quality and reliability, they cater to a diverse range of clients, ensuring optimal climate control and energy efficiency in every project.

Their expertise and customer-centric approach make them a trusted partner for maintaining comfort and safety in residential, commercial, and industrial environments.

The Objective

Criticool Services approached us with the goal of completely rebranding their company to prepare for significant growth and scaling.

They needed a comprehensive overhaul, including a fresh, modern logo, a user-friendly and visually appealing website, new brand collateral, and branded merchandise.

Additionally, they sought our expertise in commercial asset management services to streamline their operations and enhance their market presence, ensuring Criticool Services would be well-equipped to expand and thrive in the competitive HVAC-R industry.

The Challenge

Criticool Services faced several challenges that hindered their growth and scalability.

Their old, outdated logo wasn’t designed for scale and lacked a cohesive visual brand identity.

They had no website, which limited their online presence and customer reach. Their Google Business profile was outdated, containing old and some incorrect information, and it wasn’t optimized.

Additionally, their social media presence lacked strategy, failing to engage and attract potential clients effectively.

The Solution

Using our “foundation-up” approach, we provided Criticool Services with a comprehensive rebranding solution to address their challenges.

We started by designing a scalable, modern logo that established a cohesive visual brand identity.

Next, we developed a user-friendly and visually appealing website to enhance their online presence and customer reach.

We optimized their Google Business profile, updating all information to ensure accuracy and improve visibility.

To strengthen their digital footprint, we crafted a strategic social media plan to effectively engage and attract potential clients.

This holistic approach ensured that Criticool Services had a robust brand foundation, empowering them to grow and thrive in the competitive HVAC-R industry.


Website traffic increase


Google Profile Engagement




brand recognition increase