As a stretch assignment for our small but mighty Creative Services team, our marketing partners challenged us to compete against concepts from their external agency partner. I led our dedicated Americas designer and writer, providing creative direction and hands-on art direction while developing a range of concepts for Copeland’s variable-capacity HVAC technology.

I designed the four concepts shown here, each exploring a different way to communicate the benefits of variable-capacity technology. “Balance” quickly became the favorite as it connected the comfort of a well-balanced home with the balance homeowners seek between system cost, efficiency, and performance. By linking a tangible lifestyle benefit to the flexibility of Copeland’s technology, the concept made a complex product story relatable and relevant to consumers.

Balance advanced through stakeholder review and was ultimately selected over the agency’s work, demonstrating the strategic thinking, creative range, and execution of our internal team. The campaign is now live across digital and social channels.