Carrier

Bringing every imaginary visual and strategy of air conditioning market to win the insight of the end user. Drive the beyond expectation of the strategy and visuals to the next level with the concept of the air conditioner that change the world. Breaking through every air conditioner brand visual and top of mind consumer perspective to drive the second legend incidence of Carrier.

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BACKGROUND

Audience Illumination 

SERVICES

EXPERIENCES
CAMPAIGNS
STUDIO

COMPLETION DATE

Ongoing

With an unparalleled offering of air conditioning products and customer service, Carrier Thailand needed to optimize its digital marketing strategy to reach prospective customers where they were and significantly lower their acquisition costs. This meant a large shift for the brand from traditional marketing tactics like direct mail and print, to increased digital spending.

Sphere took the lead in strategy with an in-depth buyer persona study, SEO website audit and keyword research. The insights gained from this discovery phase cleared the way for us to build a campaign that would reach the right audiences with the right messages at the right time–driving new enrollments and conversions.

BRANDING

Exhibiting Creativity

In crafting a brand refresh strategy, it was essential that we were able to bring the boating experience to life online through stunning visuals and relevant content for a family-centric customer. To ensure this experience would be consistent and intuitive for product discovery, the site would require a thoughtful navigation system that allowed the user to easily dive into the customer journey.

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PAID MEDIA

Creating a Masterpiece

We refreshed Carrier Thailand’s brand experience to honor the existing brand equity while bringing company values and value storytelling to the forefront. The universe, updated system feels exciting, relatable, reliable, and friendly (to communicate the enjoyment of the experience). The new system employs imagery that exudes confidence, effectiveness, and the emotional reward of the air conditioner’s convenience.

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COLLATERALS

Lasting Memories

With a strong dealer network, Carrier Thailand’s print brochure remains a primary touchpoint for the brand. In order to bring our digital brand refresh efforts into the physical world, we crafted and extended their visual system in a way that would attract attention, modernize the message and stand out on a salesroom floor–leaving a lasting impression.

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WEBSITE

On Display

With a website design that makes best use of space, Carrier Thailand could truly showcase the artwork of its artists-in-residence by leveraging vivid imagery and editorial videos. The experience was designed to move closer to the viewpoint of the artists themselves, reflecting social consciousness and issue awareness through their voice and collections. It was key to editorialize the entire platform and bring the work, biographic detail and expertise of the artists to the forefront of the user experience.

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GETTING SOCIAL

Social Aesthetic

With Carrier Thailand’s art direction redesign, embracing a more universe fantasy look and compelling visual language helped elevate the brand with a cleaner, more vivid aesthetic. A full and complementary typographic palette, vivid color options and stronger use of black allowed Carrier Thailand to visually communicate with both entry-level buyers and those purchasing larger air conditioner amount.

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PHOTOGRAPHY

This is Carrier Heroes

Wanting to translate our art direction theme and narrative to photo for broader awareness, we produced a series of photos that merged live-action shoot with the art direction renderings of each member of our heroes team. With each character getting their own costume detailing who they are and what air conditioner features they represent to start building their own legend.

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MOTION GRAPHIC

Building Expectations

Our motion design work and brand awareness video became influential heralds for the air conditioning market. By weaving together some disquieting elements of abrupt change, we created final pieces that not only piqued brand interest, they became beacons calling for a fantasy's status quo.

3D ANIMATION

The Universe at Home

To start things off, Sphere built a brand style guide that would be used to guide our visual design work and guide marketing materials created by others in order to ensure everything would be designed with a consistent look and feel. We then created a concept to leverage the art that is created at Carrier Thailand as a universe background element. This design option opened up many exciting design variations that could be used on the new platform and other marketing materials.

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RESULTS

A Work of Art

The brand's new traditional and digital presence created quite a buzz with artists, employees and the larger cultural community rallying behind their efforts and the new online experience. With greater traction and an increase in traffic, the website's success validated our strategies by driving brand awareness and giving this incredible organization a home for years to come.
39%

DECREASE IN COST PER CLICK ON SEARCH AND DISPLAY ADS

47%

DECREASE IN COST PER ACQUISITION ON SOCIAL MEDIA

70%

INCREASE IN CLICK-THROUGH RATE ON SOCIAL MEDIA