HVAC doesn’t sound like the most exciting topic to write about, but it’s actually pretty interesting.
The industry has long been a leader in energy efficiency, for instance. New technologies are always being applied to the development of products, and in the U.S., the “Made in USA” logo truly means something — creating not just exemplary products but jobs and expanding opportunities for those of us who live here.
It’s also an industry that has welcomed new forms of communication as social- and public relations continue to bloom. Part of the reason why is that there’s always new information to share in the HVAC biz, and even better, we have myriad places through which to share that content.
These guiding principles were behind a recent writing assignment I took on in tandem with Winstanley Partners for the KN Series of hydronic, cast-iron boilers. Starting with the idea of a technical brochure that would extol the benefits of the product to its key audiences, we took the assignment a step further, creating pieces of ‘mini-content’ that were even more targeted to core audiences.
We didn’t negate that first idea of a one-sheet technical brochure, but rather created it to include components that could stand alone, and therefore speak directly to engineers, architects, builders, managers, and others.
As the copy and design started to coalesce, we soon noticed that the end-result was not unlike a set of trading cards.
HVAC trading cards? Well sure, why not? They’re shareable, printable, scale-able, and (yes) trade-able. That’s what we want when it comes to sharing information about a decidedly niche product. Plus, there are plenty of uses for such a thing – from social media content to trade-show giveaways.
These one-hit wonders were designed by Victoria Fiorini — copy by moi.
