Get the Edge. BluEdge.

Launch of a new, unstoppable service brand for Carrier

Published On
Nov 19, 2020


Carrier called on us to put a brand to their new service offering. We started with a discovery process to ground us in the business, the market, competitors and audience. From there we developed some hypotheses around the brand positioning and tested them with the internal team. With a defendable positioning in place, we worked on naming and branding the service.

The name, BluEdge, gives a nod to the corporate brand and the strong Carrier blue logo while also communicating the cutting edge technology and the leading edge of service inherent in the offering. The logo design indicates forward, quick motion pushing into the curved edge element.

The brand launched with immediate success, signing over 300 service agreements in just 6 weeks.

Deliverables for this project included:
Brand Strategy & Positioning, Naming Conventions, Logo Design & Animation, Brand Guidelines and Collateral, Brand Video, Social Content, Launch Plan and Marketing Support.






Nov 19, 2020
Agency :
Response Marketing
Client :
Strategist :
Carolyn Walker
VP Creative :
Steve Badowski
Creative Director :
Tanya Kanner
Copy :
Jason Rose
Motion :
Chris Rollins
Senior Director :
Caren Kittredg

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Project Type