Air in a Box | Branding, Illustration, Website, & Copy | Solo
Mini split HVAC, delivered.
Air in a Box was a one-stop solution for ductless heating and cooling. They provided an instant quote, delivered the units, and scheduled local contractors for install.
Background
Energy Conscious is an online resource for energy-saving construction products run by Bill Pulte. Bill realized that people were resistant to purchase mini split systems, even though they’re far more efficient than ducted HVAC and window units. The problem lied in too many steps. One has to figure out which system they need (which requires some know-how), then arrange for these bulky components to be delivered, find a contractor trained to install it, then schedule and hope it works out.
He noticed that box mattress companies like Casper were having a moment, and thought emulating that model could be just the thing that mini-splits needed to gain popularity. Thus, Air in a Box was born.
I was initially contacted to help create explainer illustrations for their homepage, but it developed into a more involved partnership building the brand. Bill was enchanted by the illustrator behind Casper’s salient campaign at the time, Tomi Um, so he wanted much of the brand to revolve around illustrations in a similar style.
Logo
I altered this R for a friendly detail that echoed the air lines in the mark.
The mark is a pretty straightforward combination of air literally in a box, and a postage stamp.
Social Ads
I concepted, illustrated, and wrote the copy for all social ads. I worked with a digital marketing team to track our metrics and continuously improve on our strategy. On Facebook, the home improvement industry has an average CTR of .7%, tech is at 1.04%. Our average was consistently at or above 3%.
