Building Brand Presence
In 2019, Infinite World Studio embarked on a transformative journey with Gree Comfort, the foremost global provider of air conditioning units, to bolster its brand presence in order to establish a significant foothold in the US market.
Despite their dominance worldwide, Gree faced challenges penetrating the US market, where central air conditioning systems were preferred over Gree’s dominant solution of mini splits. When Gree entered the US market less than a decade ago, their sales were only a fraction of their European and Asian markets.
Infinite partnered with Gree on their initial push into the US market with an overhaul of Gree’s marketing materials, especially their product catalog. By streamlining its design, enhancing readability, and including comprehensive product specifications, Infinite transformed the catalog into a powerful selling tool for contractors and homeowners alike.
This revitalization laid the groundwork for subsequent marketing collateral, including owner's manuals, brochures, and print and digital materials, all designed to drive sales and enhance brand visibility.
Centralizing Gree's brand elements was paramount to creating a cohesive brand identity. Infinite established consistent color codes, fonts, and secondary logos for sister companies, ensuring uniformity across all marketing channels.
Initiatives like the collaboration with Kevin Moranz used that consistent foundation to garner additional brand visibility. Likewise, Infinite’s development of Gree's tagline, "Air Comfort for All," reinforced their commitment to providing comfort solutions accessible to everyone, setting them apart from competitors.
With Infinite’s support, Gree experienced exponential growth in the US market, selling millions of units annually. By presenting a professional and trustworthy image, Gree became more appealing to contractors, distributors, and homeowners, enhancing their brand perception and market position.
The partnership continues to flourish, with Infinite continuing to spearhead the consolidation of Gree's brand to further propel its growth in the US market.