Known for developing state-of-the-art commercial HVAC systems, this national manufacturer was ready to release a new consumer product into the market. Originally dubbing its product the ST3000, the company sought support materials to tout the unmatched durability and efficiency that only this down-fired, cast-iron condensing boiler could. What it needed, however, was a consumer-friendly brand that better resonated with the market and positioned the unit’s innovative technology, power, green performance, and aesthetic appeal against the competition. “Ray” successfully captured the boiler’s unique capabilities and the attention of contractors and homeowners alike.