By Bryan Mann-Entzel, Managing Partner, Creative Lead, Brand Storyteller & Strategist
It is a privilege to be trusted to work on a company’s rebrand. It is an even bigger privilege to get to do it twice.
When the team at Air Mechanical tasked us in 2018 with the reimagining of their 30+ year-old brand, the team felt compelled to deliver a rebranding that would honor the company’s legacy while charting the course for the future. The original logo no longer represented all of the company’s service offerings, and it was evident that a shift was needed in order to continue to appeal to new customers – particularly the next generation of homeowners.
2019 became a year of transition for thebrand, with the design team’s first focus on defining AMi’s core services through a series of service icons. The primary brand drew inspiration from the design language and design styles of some of the emerging smart-home technologies. As part of the launch of the new brand, a long-range evolution strategy was also discussed, but only in theory at the time.
Fast forward more than five years and the time was now ripe to take that next step. The groundwork had already been laid for customers far and wide to become familiar with the shorthand for Air Mechanical — AMi. Between the recognition of the prominent symbol, the ThinkAMi.com url on all of the marketing materials, and the inclination of society to look for shorthand nicknames, customers were already naturally adopting AMi as the company’s identity.
As we move into 2025, the AMi Home Services, AMi Commercial Services and AMi Construction Services brand family is positioned to speak to the unique needs of three distinct audiences about the comprehensive range of services and equipment offered.
As I reflect on the quote above, I know the team at >GreaterThought feels proud, humbled, and grateful for the relationship we have built with the AMi team, and we look forward to continuing to help them grow and evolve throughout the next 30+ years.