What’s old is new again

A cool story and vintage graphics help rebrand this company

By Dan Antonelli

Posted on Monday, October 19th, 2015

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Building brands is always a fun, but very challenging exercise. We are blessed with clients who often give us a lot of creative latitude to design their brands, and they share our philosophy of building images which we would consider to be “disruptive.” And by disruptive, I mean brands that don’t fit in or look like other brands. That’s what the best brands do—they disrupt the space they live in by standing out.

Such was the case with Ken Goodrich, the owner of Goettl Air Conditioning based in Phoenix. It was about four months ago that I met with him while I speaking at the ISA Sign Show in Las Vegas about truck wrap design.

Ken talked about a new radio campaign that was launching, which focused on his childhood experience of working with his Dad on air conditioning equipment, and holding a flashlight while his Dad worked. I thought it was an interesting campaign idea, but I felt like there was a disconnect between the nostalgia being evoked and the more modern brand Goettl had evolved into. For a 75-year-old company, perhaps it makes sense to go back to our roots and see if we could somehow connect the messages.

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Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit danantonelli.com. On Instagram: @danantonelli_kickcharge.

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