Case Study: Dale’s Heating & Air – Brand Transformation
Client Overview
Business: Dale’s Heating & Air, Inc.
Location: Ooltewah, Tennessee
Industry: HVAC & Plumbing Services
Website: JustCallDales.com
Owner: Dale Taylor
The Challenge
After nearly three decades in business, Dale’s Heating & Air had built a strong reputation for trustworthy service — but their visual identity hadn’t kept up with their growth.
They wanted to modernize their brand while keeping it approachable, personable, and true to Dale’s friendly, hometown personality. The goal was to create a consistent look across all platforms — from trucks and business cards to digital channels — that customers would instantly recognize.
Our Solution
Our team designed a custom illustrated character of Dale that captured his personality and trustworthiness. This new brand element became the cornerstone of the refreshed marketing identity.
Once approved, we rolled the new look across every touchpoint:
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Vehicle wraps for their service fleet
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Business cards, letterhead & envelopes
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Brochures & rack cards for the Comfort Club program
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Promotional postcards announcing new plumbing services
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Social media graphics & website updates
Every design used the brand’s red, white & blue color palette and strong, clear typography to unify their message.
The Results
The illustrated Dale character created instant recognition — customers began referring to “the guy on the truck.” The refreshed materials strengthened their local presence and gave the company a modern yet familiar image that matched their reputation for service excellence.
This cohesive rebrand helped:
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Reinforce trust and familiarity in the community
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Drive brand recall across all advertising formats
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Create a more approachable and recognizable identity
Visual Summary
(Include a collage or sequence of the attached images)
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Character illustrations in multiple poses
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Vehicle wrap design
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Comfort Club brochure
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Plumbing postcard campaign
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Rack cards
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New business cards
Quote
“Working with Interactive ID made the process fun and easy. They captured exactly who we are and gave our brand a personality that really connects with customers. We highly recommend their company.”
— Dale Taylor, Owner