The Challenge
Northfield Refrigeration is a commercial HVAC company serving school districts, government buildings, and large institutional clients across Minnesota. When the new owner acquired the business, he inherited something valuable: an established name with real credibility in a competitive trade. What he didn't inherit was a website that reflected any of it. The existing site was outdated, didn't communicate the new ownership, and fell far short of the professional image the business had already earned with its clients. For a company doing work at that level, showing up online with a dated website wasn't just an oversight. It was a liability.
Our Strategy
Commercial HVAC clients aren't browsing Yelp. They're vetting vendors, checking references, and looking for signals that they're dealing with a serious operation. So the goal wasn't just to make the site look better. It was to make it speak the right language to the right people. We started with deep discovery to understand the industry, the client base, and the specific credibility signals that matter in institutional contracting. From there, we built a moodboard, wireframed the experience, developed design concepts in close collaboration with the owner, and launched a site that finally matched the reputation the business had spent years building. **Key Actions** - Deep discovery to understand commercial HVAC industry language and client expectations - Moodboard to establish a professional, authoritative visual direction - Wireframe to map the user experience before design began - Collaborative design concepts with client review at every stage - Full development, launch, and handoff
The Results
owner who can finally send a site he's proud of
traces of the old ownership left behind
of client feedback since launch has been positive
The Final Product
