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 the contractor-facing B-to-B model while reaching a consumer space that is ever-increasing in its desire to reach a more health-focused lifestyle. The new brand look and messaging exceed the established Aprilaire quality standard throughout the consumer experience.