The Client
Just Right Heating & Cooling is a local service company that provides heating and cooling services in major cities in Utah. Just Right has made it a mission to provide the most affordable, quality heating & cooling service.

The Problem
Just Right Heating & Cooling needed to stand out in a highly competitive HVAC market. Lots of other companies will offer cheaper services. Competing on price will be a race to the bottom. What will create loyal, right-fit customers?
The Opportunity
A highly competitive market means customers can be overloaded with options. Where there’s confusion there’s opportunity because customers are looking. They’re looking for a company that stands for something. They’re looking for trust.
The Concept
What if we use the friendly face of founder Dan Dearden to communicate this is a brand you can trust. In the TV ads, have him encourage customers to get three bids. Proudly state a money-back guarantee. Provide transparent pricing. Make the brand mean trust.