Client: Schraer
Role: Art Director / Brand Designer

For nearly 80 years, Schraer Heating & Air Conditioning has earned its reputation through craftsmanship, integrity, and an unwavering commitment to its community. The challenge was to refresh a legacy brand without losing the trust and familiarity that generations of customers had come to rely on.

The new identity honors Schraer's heritage while presenting a modern, approachable brand built for the future. Guided by the belief that every customer is a person first and a service call second, the visual system reinforces warmth, reliability, and genuine care.

Heritage First

Schraer is more than a name on the side of a truck, it's a family legacy built over generations. It's the collective story of the people who shaped it.

My challenge wasn't simply to modernize the brand, it was to translate that legacy into a feeling. A feeling of trust, craftsmanship, and genuine care. A feeling that customers experience every time they see a Schraer vehicle pull into their driveway.

“We love a good challenge. No one is going to care more than we do. We do the impossible, and our reputation is our warranty. We’ll stand behind our service because we stand behind our community." 

Jacob Nielson

Chief Executive Officer

A Badge of Trust

Inspired by Teresa Scott, whose unwavering optimism earned her the nickname Mrs. Wonderful, I crafted an enduring symbol of the Schraer brand. A mark that honors the people behind the business as much as the business itself. More than a brand asset, it serves as a badge of trust, carrying her spirit of care into every home and every community Schraer serves.

Brand Guide

he refreshed identity, inspired by Schraer's heritage and the materials at the heart of its craft, was codified in a comprehensive yet approachable brand guidelines document.

© BRANDON JOSIE 2026