One CoolSys: Brand New Opportunities
by Mike Ochoa, Executive Vice President, Sales and Marketing
This is such an exciting time to be a part of CoolSys! You may have heard the big news about the CoolSys rebranding initiative. I’m here to fill you in on more details.
Rebranding simply means that, eventually, all our businesses will adopt the CoolSys name.
CoolSys is already leading the market for refrigeration, HVAC, engineering and energy solutions, with operations in 44 states. Thanks to our outstanding team, we are well on our way to reaching our “One CoolSys” vision with revenues of more than $1 billion. We’re growing fast, and with more acquisitions coming soon, we are getting bigger by the day. That means more opportunities for all of us.
The following operating companies are slated to rebrand January 2021:
Combining all our business under the one CoolSys brand strengthens our presence. We create a seamless CoolSys experience that looks the same to all customers, whether they are in Arizona, Minnesota, Florida, Oregon — or anywhere else in the country.
Many of our customers also are working toward consolidating their service providers to fewer, larger companies, so the timing of our rebranding is perfect!
What You Can Expect
For Legacy, Agape, BAS and Arjae, rebranding will take place in phases over the next year or so. We have already begun communicating with customers and suppliers to give them a heads up on our upcoming branding plans and will continue to share more information in the next couple of months.
Here are some highlights of what you can expect:
- Meetings of brand ambassadors and work groups to help with the transition on a local level and advise on brand changes to uniforms, vehicles and more
- Follow-up communication to customers, vendors and suppliers
- Introduce new brand/graphic standards and design templates for things like email signatures, sales materials and PowerPoint presentations
January – February
- Legacy, Agape, BAS and Arjae company names will officially change over to CoolSys (effective 1/1/21)
- New website launch
- Press release announcing the rebranding
Beyond February, our rebranding will continue and will be supported by a year-long marketing campaign, too. Eventually, the rebranding will affect such things as building signage, the company name on uniforms and vehicles, forms, the name on paychecks and more, but that could take up to a year or more.
For our other CoolSys family members, ABC, BRR, Carolina, CRM, Eastern, Richmond, Ron’s and Tech Mechanical, we are going to wait to start the process at a later date, so their employees and customers have a chance to get to know CoolSys a little better first, and our systems and processes are in place to support the rebranding. RSI will also maintain their current brand for a while longer. CoolSys Energy Solutions and CoolSys Energy Design were early adopters of the CoolSys branding, so no changes for them!
Help Throughout the Process
The Marketing team will be here with you through every step of the way to answer questions and help you get used to the changes.
We’ve also put together some resources to help you understand our rebranding. Check out our frequently asked questions for more information.
Thanks for joining us on this brand journey!