Ameriserve

Commercial kitchens need partners to keep their HVAC and refrigeration systems running, but because of unpredictability and questionable expertise, they’ve never relied on them. Not until AmeriServe.

PE-backed and comprising multiple legacy brands, we saw an opportunity to position AmeriServe as the industry partner with a reputation of operational mastery. Led by technicians with tested expertise and industry-leading technology, AmeriServe was elevated to the top of its category. The only team with operational mastery in a business hungry for the operational ready.

Elevating this brand and industry, the verbal identity reflects a partner leaders can trust, one that’s committed, prepared, and responsive. No flashy language or qualifiers. Only simple and direct language promising what clients want most: certainty that whatever the problem is, it’s handled.

The visual identity is where the brand is refined most. Clean shapes and simple angles create an abstracted A with upward momentum. The logo and wordmark, with its easily repeatable forms, led to a clean professional shorthand for AmeriServe’s competitive edge. An edge recognizable even when blurred for dramatic effect.

Meanwhile, the refined colors, icy blue and fiery red, adopt decades-old industry hallmarks in new differentiating shades that nod to HVAC and refrigeration technology. And where other brands pair these colors with white, AmeriServe abandons its industry’s tropes for tech-forward, premium-feeling black.

Armed with its new brand, AmeriServe stands tall in an otherwise invisible category—a category ripe for expansion as partners grow and seek the right teams with the right solutions, right now.

Credits:

Creative Direction by Brit Blankenship
Brand Strategy by Dee Boyle
Designed by Cody Bass, Stephanie Kim
Verbal Identity by Danielle Wilson
Animations by Cody Bass
Project Management by Lauren Hood