Turning a fragmented product landscape into a singular force.

THE CHALLENGE

DiversiTech makes a diverse lineup of HVAC/R chemicals that all perform a unique job. And because many brands were developed over time, or acquired from competing manufacturers, this house of brands stood on a shaky foundation.

THE HUMAN INSIGHT

The cognitive load among HVAC/R service providers is huge. After they get past running appointments, troubleshooting and customer service, they still have to decide what coil cleaner is going to provide them with results they demand from the products they use.

We knew that as it stood, DiversiTech’s family of unrelated brands didn’t make that decision-making process easy or intuitive.

THE IDEA

To simplify and streamline DiversiTech’s offerings, we created a new master brand to rule over a revamped, much more organized product family. Thus, MasterCare was born.

By unifying under one brand and organizing products into more defined tiers, we made the path to purchase a whole lot simpler. And by building the brand around a handcrafted font and bold color palette, we helped it connect with the sense of hard work and pride these professionals take in their work. This simple, masculine style also proved flexible enough to work across pouches, cans, aerosols, cartons, blister packs and even vehicle graphics.

THE RESULTS

We helped MasterCare leverage industry relationships to partner with a large national distributor as the first and only retailer to sell MasterCare. Controlling distribution helped position MasterCare as a premium brand, which helped fuel desire. And we’re proud to say it hasn’t cooled since.

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