Aprilaire built its legacy in 1954 when it introduced the first effective whole-home humidifier. The brand continues to leverage its vast HVAC contractor network and build on its initial innovation. Kramer assisted in redefining the consumer facing brand look and tone. The trick was in maintaining contractor-facing B-to-B model, while reaching a consumer space that is ever increasing in it’s desire to reach a more health-focused lifestyle. The new brand look and messaging exceeds the established Aprilaire quality standard throughout the consumer experience.