HVAC, Calgary

Prime Air

Full brand, website, and paid advertising build for a Calgary HVAC contractor.

Prime Air

Prime Air is a Calgary HVAC contractor. Wise Media rebuilt the positioning, designed and built the website, and set up paid advertising so the business could book installs without depending on referrals alone.

The Constraint

Prime Air had the crews and the licensing but the brand read like a one truck operation. Homeowners comparing three quotes were pricing them against the cheapest bidder instead of the most competent one, and every job started from a defensive position.

The Move

Positioning first. The company was repositioned around installation quality and response time rather than price, and every asset downstream was rebuilt to say that in the first three seconds.

The Build

Brand system, typography, and a lockup used the same way everywhere
Website built by hand around one action: book the estimate
Service and service area pages structured for local search
Paid advertising on Meta and Google with real conversion tracking

Inside The Build

A mark that means air. The symbol is a five blade impeller, the wordmark is SF Pro Bold kerned by hand, and the brand runs on one blue.

Organised by equipment. Service pages follow how homeowners search: furnaces, air conditioning, heat pumps, hot water tanks, fireplaces, humidifiers, thermostats, unit and radiant heaters, and HRV and ERV.

Built to rank by area. Ten service area pages and seventeen guides in six categories, each written to answer one question.

A four step booking form. One question per step, photo upload for the equipment, and a branded notification email for every request.

Bookings that respect the calendar. Customers can only book inside the appointment hours the owner sets.

A brand book and the truck. A full brand book with mockups, and vehicle graphics in white on the truck’s factory blue.