Our pals at Friends & Neighbors brought us in as a hired gun to help rebrand a juggernaut in the commercial HVAC business. Madison has a ton of brands under its corporate umbrella, including one of our fav’s: Big Ass Fans. Since Madison is in the business of moving air and air is, well, invisible, that posed a challenge on how to encapsulate their brand. Rather than go with something light and “airy” we rolled up our sleeves and did our best to channel our inner modernist heroes Paul Rand and Saul Bass to create a timeless, bold and confident mark that screams “air flow”.