Aspen Manufacturing, a leading producer of OEM and Aftermarket HVAC coils, was in need of a brand update that reflected a more contemporary image. The goal was to move away from their late 1990s gradient logo to something clean, modern, and simple, befitting a corporate environment. I developed five distinct brand concepts, each offering a unique take on their identity. Given the client’s initial uncertainty about their exact preferences, I provided a range of options to ensure they had a clear understanding of the possibilities. This project was all about striking the right balance between innovation and corporate professionalism, culminating in a fresh brand identity that resonated with Aspen Manufacturing’s values and market positioning.