Role Overview

As the Lead Designer for ABL HVAC’s rebranding initiative, I was responsible for crafting a consistent visual identity, digital touchpoints, and brand materials tailored to commercial and residential audiences. This included building a visual language from scratch—covering logo suite, typography, brand colors, icon system, and service-focused web mockups.

Key Responsibilities

Visual Identity System

• Designed a full brand guide covering ABL HVAC’s logo suite, color system, typography, and demographic positioning.

• Created scalable logos in multiple lockups (primary, secondary, and icon-only) for use across web, uniforms, vehicles, and print.

• Designed a custom icon set to support HVAC-specific concepts like airflow, heating, cooling, and system zoning.

Logo & Icon Development

• Developed a fire-water emblem representing heating and cooling, designed to feel technical yet consumer-friendly.

• Provided monochrome, color, and reversed applications optimized for multiple backgrounds and use cases.

• Created consistent visual spacing and size ratios for scalability and brand cohesion.

Brand Presentation & Guidelines

• Structured brand decks for internal and external stakeholders explaining usage rules, visual hierarchy, and tone.

• Built a visual structure that distinguishes ABL from local competitors while keeping industry-recognized design cues.

Website Page Mockups

• Designed mockups for core service pages: Heating & Cooling, Furnace, Mini-Split, and Plumbing Services.

• Focused on clear hierarchy, white space balance, mobile responsiveness, and modular layout for easy navigation.

• Highlighted CTAs and value propositions to support lead generation and trust-building.

Tools and Methodologies

• Adobe Illustrator & Photoshop: Branding assets, logos, and layout composition

• Figma: Web layout and UI design mockups

• Canva: Lightweight brand documents and client-ready presentation decks