Brand Identity Case Study


American Standard Water Heaters manufactures both natural and propane gas water heaters for in-house installers and professional plumbing contractors. They specialize in installing water heaters for residential homes, hotels, hospitals, industrial buildings, restaurants and more. Insulated with energy-saving CFC foam and enameled with DURA-GLAS™ and long-life anode rods, American Standard’s water heaters are top notch. A company built on integrity and quality service, American Standard Water Heaters is a name you can trust.


American Standard Water Heaters is known for their exceptional service and dedication to customers, a reputation the company strives to maintain. During the spring of 2016, the U.S. Consumer Product Safety Commission found a space defect within a line of American Standard water heaters. Thankfully, this defect did not lead to any injuries, but the line of water heaters had to be recalled. American Standard was looking to overcome the negativity associated with the product recall.


Knowing Pesola Media Group’s reputation for quick turnaround time, American Standard Water Heaters reached out for a solution. Pesola Media Group worked diligently to help the company overcome the recall and shine in a positive light. To achieve this, Pesola Media Group’s graphic design team developed an advertisement for Supply House Times Magazine. The design was tailored to improve the American Standard image, specifically among plumbers and other decision makers in the industry. The sleek, new design effectively illustrates how American Standard Water Heaters wants new and old consumers to view their company: safety-conscious and trustworthy.