Designer
Magazine Mockup-Cover.png

Alpine Home Air

BLUERIDGE

By Alpine Home Air Products

Magazine Mockup-Cover.png

As all great projects begin, I started by getting to know our current users, understanding what their needs were and why they chose to do business with Alpine. Through ethnographic and heuristic research, I soon learned that Alpine has for different user groups. This information provided a necessary foundation for continual reference throughout every project with Alpine.

Overall, our current customer is 35-54 years old and owns a home. He is resourceful and conscious of his spending. He is apart of the “forgotten” generation (Gen X) and values security and stability. He loves his family, freedom and independence.

He responds well to: 

  • Edu-tainment

  • Familiarity and nostalgia

  • Personal offers based on interests & prior purchases

  • Imagery and videos

  • Social platforms (Facebook, Pinterest, Blog posts)


As the smallest group, Gen X individuals are generational chameleons. They often embody characteristics of the cohort before or after them.

Screen Shot 2017-05-11 at 10.07.14 AM.png

Who is our future BLUERIDGE user?

“As Millennials enter their peak home-buying years, their reluctance to enter the housing market could change. The cohort’s sheer size, plus its desire to settle down in the future, could lead to a surge in home sales.”
-Goldman Sachs Global Investment Research

Our new user needs to:

  • Heat and cool an additional space (studio, office, garage, workshop)

  • Is a small business owner

  • Recently purchased a new home and has a budget

  • Is looking for something more energy efficient

  • Replace an old system with something more affordable


However, we can’t forget about our current customer. How might we create an inclusive marketing strategy that’s relevant to future user groups, yet still speaks to our current BLUERIDGE customers?


 

Our Visual Brand

The BLUERIDGE visual brand includes current and future user groups. 

  Rustic, humble cabins and mood lighting ignite a sense of warmth, comfort and nostalgia.

Rustic, humble cabins and mood lighting ignite a sense of warmth, comfort and nostalgia.

  Soft mountains, cumulus clouds, greenery and indirect sunlight evoke freedom, independence and freshness.

Soft mountains, cumulus clouds, greenery and indirect sunlight evoke freedom, independence and freshness.

  We use rich color to create drama and inspire creativity.

We use rich color to create drama and inspire creativity.

  BLUERIDGE imagery corresponds to the current season.

BLUERIDGE imagery corresponds to the current season.